Puerto Rico - Marketing & Communications Plan - Current Update

Marketing & Communications Plan

Marketing Strategy Let’s engage with all key market segments: industry executives, press, clients and others to continuously inform them about what really is going on in Puerto Rico. Let's show our unity as the people of Puerto Rico, and share our stories on how we’re coming back stronger. Let's make this a worldwide aspirational story for all – an ongoing story of hope and faith. Create a global public relations and social media campaign that includes all platforms, and also bloggers, vloggers, press trips, etc.

Marketing Strategy Develop a robust influencer campaign. Not only with Puerto Ricans, but with other personalities to create engagement. Launch a marketing campaign to build awareness of our new message by reaching our target markets, including key clients, top professional organizations and trade associations. In 2018, celebrate the 525th anniversary of Puerto Rico’s discovery and invite all stakeholders to rediscover Puerto Rico. Use ‘525’ as a platform for promotions, discounts, prizes, raffles, sweepstakes, etc. Our strategy will include tactics that will build anticipation towards the anniversary in order to keep our target informed of our progress.

Communication Strategy Share Engage Celebrate September 21 – December 31, 2017 Public relations efforts will provide regularly scheduled, accurate, factual and timely and reliable information to keep the industry up to date on Puerto Rico. October 10, 2017 – March 31, 2018 Our sales team's goals, public relations efforts and social media initiatives will engage our target markets — sharing our progress while inviting them to participate. April 1 – December 31, 2018 Launch a marketing communications program around the celebration of the 525th anniversary of Puerto Rico’s discovery. Inviting the industry to join us and rediscover Puerto Rico.

Public Relations Strategy Write and distribute regularly scheduled statements from the CEO. Arrange media tour in New York in middle of Phase II, Engage, to provide further updates. Use Global Meetings Day – April 12, 2018 as platform to announce Puerto Rico ‘525’ program. Conduct media tour to announce the ‘525’ program. Arrange ongoing individual interviews as appropriate. Conduct series of individual and group press trips.

Social Media Strategy Work with local teams in Puerto Rico to collect current assets and content. Promote this content providing a human element to touch people’s emotions and make them be part of the recovery process. In 2018, we will tell our target markets to rediscover Puerto Rico and celebrate the 525th anniversary by leveraging: Facebook Live Series Meeting Industry Influencer FAM Vlogger Visits + Sponsored Content Awareness-focused, scenic video campaign across multiple platforms Social sponsorships with meetings publications

Media Strategy Focus on fewer media categories and concentrate on publishers that deliver maximum efficiencies for reaching and engaging our target. Target Meetings/Event planner professionals C-Suite decision makers Media Mix Primarily digital platforms Industry print magazines

Creative Direction Attitude We’re not rebuilding, we’re recreating. We’re not asking for donations, we’re asking for participation. We’ll channel the negative into the positive. We’re proud, and we can’t wait to show you the new Puerto Rico. Objectives Invite the world to engage with Puerto Rico. Document and curate our current and evolving status. Communicate stories from the NOW to the WOW. Celebrate our rediscovery.

Current Update

Update: Convention Center The Puerto Rico Convention Center will resume its schedule of conventions in January 2018, kicking off with the region's largest tourism marketing event, The Caribbean Hotel and Tourism Association (CHTA)’s Caribbean Travel Marketplace, January 30 - February 1. CHTA has expressed confidence in the readiness of Puerto Rico to host in January. Last year more than 1,100 delegates from 31 countries participated in more than 10,000 pre- scheduled appointments.

Update: Puerto Rico Tourism Company

Update: Bucket List Items Many of Puerto Rico’s attractions including the Bacardi Welcome Center, Plaza Las America’s and Mall of San Juan, and several of our water sports venues are open. Including:

Stay tuned for more updates. And don’t forget to give us your new ideas, new approaches and new commitments that we can work on together and share in the anticipation of relaunching and rediscovering Puerto Rico.

Our New Message

We were hit hard. But we are resilient. Proud. “Somos Boricuas We were hit hard. But we are resilient. Proud. “Somos Boricuas.” It’s in our blood to do way more than rebuild. We’re not just rolling up our sleeves and putting on hard hats. We’re putting on our thinking caps. We’re not just coming back. We’re moving into a new age. With new ideas, new approaches, new commitments and new attitudes. Together we’ll invite the world to be a part of something great, to participate in our progress and to share in the anticipation of our relaunch, our rebirth... our renaissance.