A SMOOTH New Look for Puerto Rico
September 25, 2008
By Jennifer Juergens
The Puerto Rico Convention Bureau is getting a new look and feel this year with the launch of its marketing theme and sales pitch, SMOOTH. The new theme, which was presented to its membership during the organization's Annual Membership Meeting, is set to appear in all marketing and sales vehicles that reach meeting planners and specialized group travel markets in North America, as well as select outlets in Latin America and Europe.
"The SMOOTH marketing theme speaks to our ability both as a convention bureau and a destination to handle meetings of all sizes and complexities SMOOTHLY," explains Ana María Viscasillas, president and CEO, Puerto Rico Convention Bureau. "But beyond meetings, we needed a theme that spoke about our seasoned expertise while highlighting Puerto Rico's unique advantages to the meeting professional."
Other elements of the marketing and sales theme include the use of icons that quickly communicate the ease of doing business in Puerto Rico, with a design palette that incorporates both subtle and bright colors and photography that speaks to the distinctive quality of Puerto Rico, its meeting venues and services. The six icons represent communications, technology, accessibility, infrastructure, ease of doing business, and services. These elements will transfer to all of the bureau's marketing materials, including brochures and collateral, Web site design, e-mail blasts, newsletters and other communication and promotional items.
There are several touchstone elements of this campaign that will help the Bureau communicate to meeting planners, to our member-suppliers, individual meeting delegates, and our tourism community as well as the Bureau team how SMOOTH the business experience is carried-out," stated Ramón Sánchez, executive vice president and COO, Puerto Rico Convention Bureau.
"We wanted to create a marketing theme and sales pitch that would serve as a rallying cry for a variety of key audiences, while embracing a shared mindset for all of those who are invested and serve as an ambassador for Puerto Rico as a meeting destination."
As far as advertisement is concerned, the Bureau continues to beat misperceptions heads-on, sending a strong selling message.
Entitled SMOOTH FLIGHTS, one of the headlines read: "Travel 500 Years in Just a Few Hours," demonstrating that Puerto Rico is not only easy to get to as a major air hub of the Caribbean, but is steeped in history, and a culture that makes the Island a transporting experience, close to home. In another ad, entitled SMOOTH INCENTIVE MEETINGS, the headline reads: "Heels, Flip-Flops, Hiking Boots Are All Acceptable," to highlight that beyond the boardroom, Puerto Rico offers unique and appealing activities to help a group de-stress and bond.
To learn more, stop by Puerto Rico's Motivation Show booth #2237 and visit www.incentivemag.com/puertorico for Incentive magazine's recent coverage of the destination.
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