Last year, the government of Puerto Rico rum s launched the first multi-brand effort in key markets. That followed the inauguration of "Just Think, the Puerto Rico tourism campaign.
The new campaign brings together both efforts and was unveiled Wednesday during a visit by top government officials and rum producers in New York.
Just think, think the Puerto Rican Rum motto is linked to other promotional efforts of Puerto Rico, including the Just of Puerto Rican Tourism Company s.a., Puerto Rico campaign, which launched last fall in New York City. Both campaigns employ even the logo of Puerto Rico is it Better that now green and black is appearing on all promotional material of government s.
Just think, Puerto Rican Rum focuses on tradition and some of the mandates for the production of cane-based spirit that aren t the law in other regions of rum. It is also time with Bacardi recently signed a deal with economic development & Puerto Rico Department of Commerce (DDEC with its Spanish initials) that ensures the production of Bacardi to Puerto Rico for at least another 20 years.
Puerto Rico's rum industry provides more than 70 percent of rum sold in the United States, said DDEC Secretary Jos Ram n Perez-Riera. drums continues to remain an economic driver of the Puerto Rican economy and an Ambassador for the island.
The program of Puerto Rico-rum that promotes labels including Bacardi rum, Ron Llave, Don Q, Ron of Barrilito and Palo Viejo-falls under the umbrella DDEC.
2 million dollar marketing campaign includes print, digital and out-of-home Messaging in New York, Washington, D.C., and Miami, and will be supported by public relations and social media efforts and an updated Web site (www.rumcapital.com).
In addition, the campaign will include a series of events and partnerships throughout the year, including a launch event on Wednesday night at the Empire State Building featuring Food Network chef Claire Robinson and ambassadors rum from Puerto Rico. It includes the extension of contracts for exclusive Lounge of Puerto Rican rum and spaces at Madison Square Garden in New York's Citi Field, headquarters and New York Knicks, and New York Metes, respectively.
One objective of the new campaign is to tie together all of Puerto Rico's marketing efforts under one theme: quality. If you our beautiful beaches, labour friendly, bilingual, or our superior rum, we want Americans to say the same thing when they think of Puerto Rico: Puerto Rico equals quality, said Puerto Rico rum Director Nicole j. Rodr guez.
This year the focus is on key target markets, so we have a really nice mix in terms of media, Rodr guez said.
More than three-quarters of the budget targets out-of-home in places like subway stations, kiosks and taxi cabs, said Rodr guez, citing billboards and signage in the Miami airport terminal.
The balance of the buy is press that reaches both men and women and local newspapers. We have digital too, including a new website and an iPod app that is coming out soon, Rodr guez, he said.
Rum drinks are so ubiquitous that the rum and coke or daiquiri grandmother s,, Robinson, host of Food Network's Five Fix. ingredient Because Puerto Rican rum mixes well with all that said, you can use it to create new drinks or improve existing ones. For a spin on the classic cosmopolitan, try replacing Bacardi Lim n or Don Q Lim n for vodka and you will be delighted by the taste.
The unifying logo on all efforts will be the slogan of Puerto Rico is it Better adopted last year for tourism and economic development efforts.
Year of Last is more focused on rum. This year we are uniting promotional efforts by all agencies, including tourism and Film Commission of Puerto Rico, Rodr guez said Marketing daily. We want to focus on a single theme that depicts Puerto Rico as a quality destination.
While commitments mainstream media are in three urban markets, the campaign extends to other States with grassroots efforts.
We are really an eye on those States where rum consumption is rising, like California, he said, noting that the rums of Puerto Rico will sponsor this tournament Hollywood Domino year s during the Academy Awards.
Rums of Puerto Rico, a division of the DDEC's Puerto Rico Industrial development co. (Pridco) was created in 1948 to promote quality and excellence of rum produced in Puerto Rico.
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