Puerto Rico

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Puerto Ricos Positioningin the Meetings
Marketplace

• November 2005 ICCA World Congress
• Ana María Viscasillas
• Puerto Rico Convention Bureau

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Agenda

• Integrated marketing platform
• Marketing approaches over the years
• Market segmentation
• Successful partnerships

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Integrated Marketing Platform

• Streamlined efforts and resources
• Consistent brand awareness
• Strong client relations

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Market Segments

• Association
• Corporate
• SMERF
• Social
• Military
• Educational
• Religious
• Fraternal

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Geographical Market Segments

• North America EEUU, Canada
• Latin America
• Europe
• Puerto Rico
• Caribbean
• Other niche markets

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Marketing Approach

• 1994
• Get the word out there
• Business destination
• Positioning
• Meet Puerto Rico

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Marketing Approach

• 1998
• Misperception campaign
• Debunking the myth
• Surprising truths
• Positioning
• Welcome to the New World
• Meet Puerto Rico

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Marketing Approach

• 2001
• Complete business destination
• Caribbean leader
• New Convention Center
• Positioning
• Techno-Tropics
• Meet Puerto Rico

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Overall Results

• 1994 1998
• Room nights 76,173
• Economic impact 23 MM
• 2005
• Room nights 241,572
• Economic impact 93.5 MM

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Niche Markets

• Hispanic

Sports
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Successful Partnerships

• Member-Suppliers
• Hotels
• Airlines
• Corporate
• Government
• Associations
• Publications

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Sharing Puerto Rico With Good Friends
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Puerto Rico Convention Center

• Positioning Strategy
• Uniqueness and hospitality of San Juan
• Location, location, location
• Build upon Techno-Tropics
• Solid business destination

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Meeting in Puerto Rico will never be the same
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In Summary

• Consistent sales and marketing efforts
• Fast paced and flexible to market changes
• Stayed focus in vision and message
• Increase our relevance in Puerto Ricos economy

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Question Answers

• Gracias