Establishing the Brand in Puerto Rico
Evolving the island's approach to tourism to reflect a new horizon.
Introduction
Aptly known as the Island of Enchantment, Puerto Rico is home to a vibrant display of sights, sounds, and scenery that attract millions of tourists every year. Located in the heart of the Caribbean Sea, the island’s rich heritage has been shaped by a unique blend of cultural influences from around the world. We partnered with Discover Puerto Rico to evolve the island’s approach to tourism to reflect a new horizon.
"As we repositioned Puerto Rico’s brand after crisis, the hours of online qualitative research facilitated by Future Partners became a critical component in building our strategy. They were one of the first market research companies in the online focus group space and their expertise guided our process every step of the way."
Approach
In the aftermath of Hurricane Maria, Puerto Rico’s resilient rebirth has placed even more attention on the island. While Puerto Rico is a celebrated tropical destination, the island has much more to offer than sun and sand. In order to gain a complete understanding of Puerto Rico’s tourism industry, we explored a wide range of projects alongside Discover Puerto Rico, including visitor profiles, resident sentiment, brand health, and ad effectiveness.
Impact
Our research revealed a myriad of opportunities to strengthen Discover Puerto Rico’s holistic strategy. We found that driving visitation across the island, as opposed to focusing on select locations, will ultimately support an equitable economy. Additionally, we identified the value of promoting the spirited array of arts, music, and culture that often stand in the shadows of the island’s natural attractions. Finally, we investigated the perspectives of local residents in order to inform a tourism industry that everyone can enjoy. Our insights came together to support Discover Puerto Rico’s ongoing efforts to uplift the island on a global scale.