Destination Marketing Organization Discover Puerto Rico launched the island’s revamped tourism website, featuring a user-friendly layout and dynamic content designed to engage and persuade visitors to select the Island as a place to vacation or develop business events and conventions, executives said.
This is an “important step” in the DMO’s brand
repositioning process that will enable Puerto Rico to fully capitalize on its
rich tourism product offerings and emerge as a leading Caribbean destination, officials
The new destination website has a mobile version to draw
more visits. DMO executives cited statistics that reveal that 70 percent of
people access the portal through their cell phones. The remaining 20 percent
access the portal through their computer and the other 10 percent through
“Beyond a solid technical foundation using
current technology and industry best practices for improved content display,
site security and search optimization, it also now features an intuitive
navigation structure with more than 300 pages of rich, multimedia content
covering all regions of Puerto Rico to meet the goal of marketing the entire
Island as a tourist destination,” said Brad Dean, CEO of Discover Puerto Rico.
The new website will help to attract multiple
audiences, from leisure travelers, meeting planners to wedding groups and more,
he said. Prior to the creation of the DMO, Puerto Rico had two websites, one for
meeting planners and another for leisure.
The new website
also contains a directory with thousands of companies on the island that offer
tourist services and an inventory of tourist attractions.
Visitors to the website can explore virtually through
tailored content, where to eat, stay and play, or select targeted categories
such as: sports and outdoors activities, history and culture, arts and music,
entertainment, events, and more.
In its first phase, the portal offers reviews of
tourist attractions by region and in its second phase, which will be launched
in April, it will offer content from each of the 78 municipalities of the island.
“We have established a robust content and feature
development strategy for the website to adapt to everchanging travelers,”
said Leah Chandler, CMO of Discover Puerto Rico.
“The new articles, videos, an event calendar and
additional functionality will be added on a regular basis over the coming
months in time for Puerto Rico’s brand re-positioning campaign launching soon,”
“With more in-depth planning information and direct
access to local business, the website aims to inspire consumers to choose
Puerto Rico over competing destinations,” Chandler added.
Chandler also explained that the new website will
allow the business owners themselves to edit the information of their
commercial establishments, streamlining the process of updating the portal to
make it more accurate and useful for the visitor.
Discover Puerto Rico will offer workshops on March 25-28
throughout the island to guide business owners on how to access the portal to
update information. The details of the workshops will be offered soon, DMO
As part of the repositioning of the brand, Discover
Puerto Rico took advantage of the launch of the new website to integrate a new
logo, whose design is supported by market research and has been tested in seven
key markets: New York, Los Angeles, Dallas, Toronto, Chicago, Washington, DC
and Atlanta, including Puerto Rican diaspora.
“We strongly believe that this logo will
reinforce the brand identity because it has been tested by research and perception
studies in our main markets,” said Dean.