Meet Puerto Rico selected TURKEL BRANDS, a full-service, multicultural brand management firm, as the agency of record for advertising and branding for the organization. In addition, the Bureau has appointed SparkLoft Media, a social media marketing company, to initiate and manage the first social media campaign and ongoing initiatives targeted specifically to the meetings and conventions market.
Review of its current and future branding and advertising needs immediately followed the appointment of Milton Segarra to president and CEO of the Meet Puerto Rico organization. A competitive bid process sought to secure advertising and social media marketing partners to better communicate the experience and attributes of meetings and conventions in Puerto Rico to convention organizers and delegates.
“Through a rigorous review and RFP process, it was clear that we needed to take a new direction in how we market ourselves to our potential clients,” stated Milton Segarra, president & CEO, Meet Puerto Rico. “I am confident that through the intelligent and creative work of TURKEL and SparkLoft and partnership with the Bureau, Puerto Rico will quickly find its rightful place on the world-stage of top international meeting and convention destinations with the Bureau serving as the go-to local leader in the market category.”
Launched in January 2014, TURKEL will work with the Puerto Rico Convention Bureau to apply the research conducted and develop new creative for the marketplace.
TURKEL CEO and Executive Creative Director Bruce Turkel already has an affinity and connection to Puerto Rico through his family.
“Each of my visits [to Puerto Rico] has been enhanced by the wonderful music and food, the beautiful architecture, and the pride and passion of the Puerto Rican people,” Turkel shared. “These are the images that we want to share with the world, wound together in an emotional message that will let them know exactly why they should bring their conferences and conventions to [this] beautiful island.”
Building upon the tourism industry’s success in utilizing social media to connect with potential visitors, the Bureau has also selected Sparkloft. The launch of Sparkloft’s initiatives on behalf of the Bureau will represent the first social media campaign initiative targeted exclusively to the meetings and conventions market.
Martin Stoll, CEO, Sparkloft, explained the impact of social media in marketing to delegates.
“In today’s always connected world social media has become a crucial tool for marketing and sales. The conventions and meetings industry is just beginning to leverage the power of platforms like Facebook, Twitter or LinkedIn to drive attendance and organize much more engaging events. This creates unique opportunities for early adopters and thought-leaders in that industry to offer additional value for meeting planners and conference attendees,” Stoll commented.
Segarra emphasized that social media marketing is key to remaining competitive as a convention destination.
“In order to compete in the global meetings and conventions arena, Puerto Rico must make the most of the latest digital media and social media technologies to reach our target customer,” stated Segarra. “Puerto Rico has always been forward-thinking in this regard and we are excited about the opportunities ahead to sing the praises of our destination in the meetings arena, to be the top-of-mind organization representing the meetings and conventions category on the local level and to drive more group business to the island.”
Meet Puerto Rico is a non-profit, DMAI accredited organization established to drive meetings, conventions, tradeshows and incentive groups to Puerto Rico.
For more information on the Convention Center, visit www.prconvention.com.