It's really more of an op ed piece than a news article...but it masquerades as the latter.
An Associate Professor of Political Science in the Center for Latin American Studies at the University of Florida recently suggested that the Bad Bunny brand may be more important than the work that record-breaking Discover Puerto Rico has done over the past 7 years.
The Associate Professor of Political Science (not Destination Marketing) kicks off his thesis by asking, "Why does it matter if a place has a brand anyway?" which immediately disqualifies him from any further consideration. But, for fun, let's play along.
He pokes the insanely successful "Live Boricua" campaign because one of the ads portrayed a family that didn't look Puerto Rican. Dude, the ad wasn't designed for Puerto Ricans. It was designed to attract people who weren't Puerto Ricans. You are a political scientist, right? Would you design an ad to encourage people to vote a certain way utilizing imagery that wouldn't appeal to your target audience?
The author goes on to question, with no proof, whether Discover Puerto Rico has been successful, based on the organization's political challenges. Hey Carlos, are there more daily flights to the island since Discover Puerto Rico? Had Puerto Rico ever been featured on New Year's Rockin' Eve before Discover Puerto Rico? Are conventions, visitation and occupancy up since Discover Puerto Rico?
Yeah...that Puerto Rican politicians have been using Discover Puerto Rico as a punching bag? Of course. That's what Puerto Rican politicians do...even to the first Destination Marketing Organization that has left a significant mark on its economy.
The author suggests that the island's brand should be “Discover the Birthplace of Reggaetón.”
That may be important to you, Carlos...but the vast majority of the high value consumers Puerto Rico craves have no idea what Reggaetón or Bad Bunny are...nor care.
And, that is the first law of branding...connect with the target consumer's reality.
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