Press Release: Puerto Rico Tourism Company
November 8, 2001
SAN JUAN, Puerto Rico -- The Puerto Rico Tourism Company (PRTC) has 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.
Hilton Hotel Executive Appointed Executive Director of Puerto Rico Tourism Company
Milton E. Segarra, a veteran of Puerto Rico's tourism industry, was appointed in August 2001 to the position of Executive Director of PRTC. Mr. Segarra is charged with overseeing the implementation of the Commonwealth's public policy to stimulate the development of the tourism industry on the island.
Previously, Mr. Segarra was director of Revenue & Business Development of Hilton International of Puerto
Rico. Prior to this position, Mr. Segarra was vice president of Sales & Marketing for the Sands Hotel &
Casino Beach Resort; he also served as international sales manager for Hyatt Resorts Puerto Rico. He began his
professional career in 1988 as international markets development manager for PRTC.
For additional information call toll free (800) 866-7827 or contact the Puerto Rico Tourism Company in New York,
666 Fifth Avenue, 15th Floor, New York, NY 10017, (212) 586-6262 or (800) 223-6530; in Miami, 901 Ponce de Leon
Blvd., Suite 101, Coral Gables, FL 33134, (305) 445-9112 or (800) 815-7391; in Los Angeles, 3575 W. Cahuenga Blvd.,
Suite 560, Los Angeles, CA 90068, (213) 874-5991 or (800) 874-7257; in Canada, (416) 368-2680; or visit the Puerto
Rico Tourism Company's website at http://www.gotopuertorico.com .
About PRTC: The Puerto Rico Tourism Company (PRTC), created in 1970, is a public corporation responsible for stimulating,
promoting and regulating the development of the tourism industry. It markets Puerto Rico as a tourism destination
through advertising, public relations and promotional activities; promotes tourism among local residents; provides
visitor orientation and technical assistance to investors; evaluates tourism facilities and establishes standards
of quality; and regulates and oversees gaming operations. PRTC has offices and representatives in the U.S. mainland,
Canada, Europe and Latin America.
SOURCE: Puerto Rico Tourism Company