We are incredibly excited to be welcoming Leah Chandler, Chief Marketing Officer from Discover Puerto Rico to the #DTTT Global stage on Thursday 29th November in Helsinki.
Discover Puerto Rico is the newly established, non-profit destination marketing organisation for the island of Puerto Rico, responsible for all global sales and marketing. The newly formed DMO was created in 2017, following previous management by the government and a significant natural disaster. During this time, the main challenge was establishing a clear brand and message for Puerto Rico, and then rebuilding this following the hurricane.
As such, Discover Puerto Rico was formed. Together with a carefully hand selected team, a new vision and robust strategy, Puerto Rico is on the way to positioning itself as a global brand and pathway back to recovery.
The three key pillars of its new approach are;
Brand positioning and brand health
Brand development is a key element in Discover Puerto Rico’s strategy. Through research and insights, Puerto Rico discovered that the general perception and understanding of the island was widely neutral, thus meaning the destination did not have a clear identity, message or voice. This is, of course, essential for any brand in any industry, to successfully establish a clear position in the marketplace, as well as to achieve sustainability and longevity.
While Puerto Rico is most widely known for its beautiful beaches and this will remain intrinsic to the brand, the goal is to develop this further, into positioning the island’s rich culture, art, history, architecture, food and people at the forefront.
Industry standard best practice
The goal is to become DMAP (Destination Marketing Accreditation Program) certified, exercising industry standard best practices, and positioning itself on par with the best DMOs worldwide.
As previously mentioned, the establishment of Discover Puerto Rico is the vehicle for driving the economic recovery of the island. Currently, tourism accounts for approximately 6.5% of GDP on the island, and with such a strong team and rich product on offer, the scope for growth is considerable.
This is just a brief snippet of how Discover Puerto Rico is in the early stages of developing a robust and agile strategy to transform its brand positioning in the global DMO space. To find out more, don’t miss Leah’s talk at #DTTT Global.
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