Puerto Rico Tourism Company Steps To Stimulate Tourism.

The Puerto Rico Tourism Company (PRTC) announced a series of initiatives in its efforts to increase travel and tourism to the Commonwealth of Puerto Rico. The important steps designed to meet this goal include a stimulus package, featuring significant economic incentives both for tourists and the tourism industry; the launch of an advertising campaign promoting a new, sophisticated image; and the appointment of a new executive director charged with executing these and other tourism initiatives.

“From exciting and unique adventures to rich history and culture, Puerto Rico is a paradise right next door,” said Milton Segarra, executive director of PRTC. “We are proud of all our beautiful island has to offer to travelers, and are confident that the initiatives we are undertaking will yield impressive results.”

Economic Stimulus Package Responds to Sluggish Tourism Industry

Puerto Rico, like many other tourist destinations, suffered from the decline in air travel resulting from the economic downturn and the tragic events of September 11th. The Administration of Governor Sila M. Calderon and the PRTC reacted quickly to assist the tourism industry by executing a relief strategy to stimulate economic activity.

Among the initiatives included in the stimulus campaign are:

— Giveaway of 10,000 free airline tickets available through a new promotion, “Fly Free to Puerto Rico” which will run from November 1 to December 15, 2001. The promotion offers visitors a maximum of two free roundtrip airline tickets per room (double occupancy) when a hotel package for a minimum of five nights on the Island is purchased through a participating wholesaler.

— A 50% reduction in jet fuel tax paid by airlines for a 90-day period, starting Oct. 15.

— A 20% discount in electricity bills for hotels certified by The PRTC for a three-month period, starting November.

“You’re Not Dreaming, You’re in Puerto Rico” Advertising Campaign Premieres

“You’re Not Dreaming, You’re in Puerto Rico” is the first new image and advertising campaign launched by the PRTC in more than three years. The $14 million print and broadcast campaign positions Puerto Rico as a warm weather destination offering the best of adventure and the finest of cultural experiences. The campaign commenced nationally on October 21, 2001. The campaign also included the launching of PRTC’s newly designed web site (http://www.GoToPuertoRico.com ).

The TV spots include four 30-second ads that will run on national and cable TV, with additional TV market support in the U.S. Northeast markets. They feature a traveler experiencing an intimate moment from a vacation in Puerto Rico — swimming in a hidden river in El Yunque, windsurfing, enjoying the cool rush of a waterfall. Combined with the soft melodies of “Sonando con Puerto Rico,” composed by Puerto Rican Bobby Capo, the spots create a dream- like experience, as rich and enchanting as Puerto Rico itself.

The print ads compliment the TV campaign and feature a small detail from one of the Island’s many historical landmarks. The look of the words “Puerto Rico” are redesigned and feature different native flowers — hibiscus, orchids, bird of paradise, passion flowers and gingers — in each spot.