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.
Sign up to the #DTTT Newsletter
Discussioncomments powered by Disqus
More from #DTTT
In August we present:Designing Sustainable Destinations
How one destination aims to get 20 destinations, 1,000 businesses and the entire destination socially, economically and ecologically sustainable by 2030.#sustainable destinations #sustainable travel finland #responsible tourism #sustainable tourism
In July we present:5 Questions with Tourism Ireland
Whether you are a fan or not, HBO’s Game of Thrones is undeniably a truly global phenomenon, captivating the world throughout its 8 gripping seasons. Lannister, Stark, Baratheon, Targaryen – which of the infamous houses will reign supreme and rule the Seven Kingdoms? In between brutal battles and fire breathing dragons, Game of Thrones was […]#film tourism #game of thrones #northern ireland #HBO #screen tourism #Tourism Ireland #visitor experience
In July we present:Buenos Aires Tourist Intelligence System
We explore the use of valuable data from multiple touchpoints in the visitor journey to shape the destination experience and understand tourism flows to manage the destination’s tourism supply, and develop a marketing strategy around key data insights.
In July we present:How to Gamify the Visitor Experience
At #DTTTCampus, Léna Deschamps-Peugeot from Urban Expé led our workshop on How to Gamify the Visitor Experience. Here are some handy takeaways.#gamify #gamifying #destination experience #customer loyalty #gamification #visitor experience
In June we present:Live: #DTTTCampus
#DTTTCampus is here again and we are live from the ground in Oslo, Norway. We are so excited to be welcoming a range of speakers from around the world, from DMOs to travel film directors and industry content powerhouses. We are all set up in the newly transformed Høymagasinet and ready to get started! Stay […]
In May we present:Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board
Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.