Puerto Rico Define Your Adventure

Richard’s Group Strategy Goal: Encourage more Americans to vacation in Puerto Rico and to distinguish Puerto Rico from the other Caribbean hot spots. Target: American tourists, ages 25-50, with an average household income $75,000 or more. They like to travel and are looking for a tropical destination that offers a variety of things to do. Theme: Puerto Rico has a distinct offering of activities making it a unique vacation spot to please any vacationer looking for adventure.

Define Your Adventure Puerto Rico has something to offer everyone from the pristine beaches to outdoor adventures, entertainment, fine dining, and centuries of culture. “Define Your Adventure” promotes the idea that every traveler can find their own ideal travel vacation in Puerto Rico, tailored to their own individual interests and experiences.

Define Your Adventure Video Competition Consumers are encouraged to submit videos highlighting what they would do, or have done, in their ideal travel adventure to Puerto Rico. To start the buzz, we would commission a production company to produce three to four entries to be posted online, featuring different types of people.

Competition Micro-Site

Print Campaign Tells stories of people who have discovered their own adventures in the Puerto Rico. Formatted to look like a page from a scrapbook. The ads will be interesting enough to not exclude any of our target audience, but will focus on different subsets of our target to give more variety. Using a broad array of publications will benefit our strategy since we are trying to reach such a large and diverse target audience

TV Campaign Spot TV ads will feature a family within which each member discovered a different aspect of Puerto Rico that appealed to them (ie: golf, fishing, lounging by the beach, etc.) Ads will focus on the diversity of Puerto Rico’s offerings. Ads will run on spot TV

TV Ad Insert storyboard one scene per slide

Outdoor Campaign Implement two new types of outdoor advertising. The first will be a motion-detecting floor projection system. located in high traffic areas where we would be able to reach a large number of individuals in our target audience. 6 feet x 6 feet projection onto the floor from a projector mounted on the ceiling.

Floor Projection Combines intuitive human body motion interactive surfaces, resulting in a highly effective interactive marketing tool that captivates your target audience in a Retail environment, Turns any open floor area into an exciting, ongoing experience of movement and action, fun and excitement.

Outdoor Campaign Shish kabob structure where life-size outdoor adventure items are stacked on top of each other and placed on a skewer. Sign that will direct customers to our website, and play a video entry in our Define Your Adventure contest. Implement in the high-traffic areas. Sign with a video on top of taxis along with one piece from the shish kabob

Outdoor Campaign

Puerto Rico Define Your Adventure