Discover Puerto Rico has begun rolling out a new campaign, #GoForPuertoRico, to encourage travel to the Island following January's seismic activity. The new creative reminds travelers that Puerto Rico is open for tourism, focuses on the Island's diverse offerings and communicates that by traveling, visitors are fueling local communities.
Puerto Rico had record-breaking numbers in lodging revenue, airport arrivals and meetings, incentives, conferences and exhibitions (MICE) bookings for the 2019 calendar year and expects to sustain the tourism momentum through 2020. From air access being at an all-time high to advancements in the lodging industry, tourism numbers in 2019 surpassed the Island's past high. To note: Lodging revenue reached nearly $1 billion in the past year. The island also received 5.2 million travelers across all airports throughout the Island, which include tourists, diaspora and visiting friends and relatives.
The new campaign builds upon Discover Puerto Rico's brand campaign "Have We Met Yet?," which re-introduced the island to the world in April 2019. The campaign showed off “the many aspects that make Puerto Rico a unique and meaningful destination,” including the hospitality of the Puerto Rican people, the cuisine, the festive spirit and abundant natural attractions.
"Our destination is ready and continues to receive visitors not only in the San Juan area, but across all regions," said Brad Dean, CEO of Discover Puerto Rico, in an official release. "A way people can show their support for the island is to travel to Puerto Rico for their vacations, work trips, meetings, conferences and events." He adds that flights are operating normally to all airports, attractions across the island are open and that all major hotels are accepting guests.
Leah Chandler, CMO of Discover Puerto Rico, said the campaign has launched across digital banners, social and pre-roll in key markets and in over-the-top TV—the first since the DMO's inception. "The overall impetus behind the development of the campaign is to remind people that the best way to support Puerto Rico is to go.”
To view the "#GoForPuertoRico" creative online, visit YouTube.com/DiscoverPuertoRico.