The Puerto Rico Tourism Co., San Juan, has launched a $15 million print and TV direct response campaign promoting travel to the island.
The print effort will run in several consumer and trade magazines, newspapers and other periodicals. The DRTV portion, which kicked off Sunday, consists of four 30-second ads that will run on national and cable TV, with additional TV market support in the US Northeast markets.
The campaign also includes the launching of The Tourism Co.’s newly designed web site (http://www.GoToPuertoRico.com) and a new treatment for the words Puerto Rico.
The campaign was designed by San Juan-based agency LIH Group.
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