Puerto Rico shows how to draw tourists

The Puerto Rico Tourism Company (PRTC) unveiled its latest US marketing campaign which may be a model for others because it has already “turned the island into a thriving Caribbean hotspot and is directly responsible for a resurgence in travelers” there, tourism officials said.

 “The ‘Puerto Rico Does it Better’ campaign has been instrumental in reshaping how the island does business,” said González-Lafuente, executive director of PRTC. “The campaign played a significant role in the island’s first increase in visits from US tourists in five years.”

The Puerto Rico tourism industry had a banner fiscal year 2011, measured in hotel registrations, and attributes that in large part to the US marketing campaign, said a news release.

Year-to-date hotel revenue per available room (RevPar) has increased 5.8 percent and average daily rate (ADR) by 4.3 percent compared to the same time period in 2010.

Officials said growth has been strong despite the recession.

Since the launch of “Puerto Rico Does It Better” in 2010, the island has experienced consistent growth in its hospitality industry, now boasting the highest hotel occupancy rate in the Caribbean.

Visitors find new boutique, luxury, and business facilities – which include a convention center, casinos, five-star golf courses, and resort hotels. New properties are also expected to open an additional 2,100 rooms in 2012. Several of these properties have been certified as “green” by the Green Hotels Association, Green Globe, Audubon International, or the US Green Building Council because of their commitment to the environment and ecological health of the Island.
 

Additionally, this year sees the return of air service to Puerto Rico from Germany’s Condor, as well as by West Jet out of Toronto. New airline partners also include British Airways and Virgin Air in conjunction with Jet Blue.

The US tourism campaign, which is budgeted at US$20 million and runs through June 2012, uses both traditional and new, innovative media and marketing tactics to reach its audiences, according to tourism officials.

This year’s program:

—Places an increased emphasis on social media to reach American tourists.

—That includes search engine marketing and optimization.

—It also includes the launch of official Twitter feeds, YouTube videos and Flicker images, as well as new smart phone applications.

—There’s also a re-vamped website – www.seepuertorico.com – where would-be travelers can learn about the island through written and video content, find promotional packages, and even book travel directly.
—The new launch used nine of Times Square’s famous electronic marquees simultaneously lit with the campaign’s new ads. The ads feature images of tourists in various activities such as playing golf and gambling.

—The campaign also features various specially-branded TV ads and programs such as the Puerto Rico-sponsored 2011 Rockefeller Center Christmas Tree Lighting.

—Also, a first-of-its-kind event, the Yanni at El Morro concert, will see both traditional and new media pushes. The concert, which will take place on December 16-17, will be internationally broadcast by PBS in 2012. It will also be promoted online via a Facebook sweepstakes that will award two grand prize trips and VIP tickets for the show.

The campaign also highlights how visitors can travel without a passport or the need to change money; and emphasizes the island’s world-class luxury and natural beauty.

By David Wilkening