Branding Execution Timeline

Discover Puerto Rico (then the Puerto Rico DMO) was officially created on July 1, 2018, and was born working against the clock. The visitor economy was bottoming out, hotels were reopening with low and inconsistent occupancy, the meetings and convention pipeline was completely dry, and media coverage of the Island focused on disaster instead of recovery. On top of these challenges, initial research showed minimal awareness of Puerto Rico as a destination and largely neutral consumer sentiment toward the brand.

There was a need to reclaim the Island’s narrative and differentiate it from the “sea of sameness” in the Caribbean.

Key Brand Objectives:

1. Enhance awareness and perception of the Island’s post-hurricane readiness for both leisure and group travel.
2. Combat misinformation.
3. Drive increased engagement with fresh brand messaging and content.
4. Create a brand position that clearly differentiated Puerto Rico from its competitors.
5. Increase visitation and visitor spending while building the pipeline for meetings and conventions.