How Discover Puerto Rico is building a new destination brand

Discover Puerto Rico, the tourism body for the island, is developing a new brand positioning and augmenting its data capabilities.

Discover Puerto Rico is a new marketing organization challenged to craft a fresh brand positioning for the Caribbean island.

“There will be a large-scale brand campaign that will ladder up to the unveiling of the brand identity in Q1 [2019],” Leah Chandler, the CMO of Discover Puerto Rico. which opened its doors this July.

Leah Chandler, CMO, Discover Puerto Rico

“We still are in this transitional phase for Q4,” she told an audience at MediaPost’s 2018 Brand Marketers Insider Summit, “but we are going to put out a new campaign that is very rooted in culture and that can, again,...

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