Launched during the Puerto Rico Hotel & Tourism Association’s monthly industry luncheon on the end of January 2014, “On a Tropical Island. In the Caribbean” is the new branding campaign of Meet Puerto Rico for the convention market.
“On a tropical island. In the Caribbean” advertising campaign captures the benefits of hosting a meeting or convention gathering in Puerto Rico. Using strong visual imagery of Puerto Rico’s natural beauty of the destination’s beaches, rainforests, undersea life, and golf courses, the ads include overlaid copy that underscores Puerto Rico’s ability to accommodate a group’s needs.
As part of the campaign strategy, several branding ad has been created which each copy of the ad ends by underscoring what attracts meeting planners and delegates most to Puerto Rico “It’s a tropical island. In the Caribbean.”
Meet Puerto Rico collaborated with TURKEL Brands on the concept, design and execution of the campaign. The ads itself planned to appear in print and digital platforms in major meetings, conventions and other business-related media outlets in coming months through a $375,000 advertising spend, as well as through social media.
The new branding campaign of Meet Puerto Rico also includes the introduction of an updated, modern logo with clean lines which incorporates a color scheme of green and blue as a call to the Puerto Rico’s most prized natural attributes = the Island’s lush tropical flora and water elements.