The Puerto Rico Tourism Co. will launch a $10 million marketing campaign later this month designed to spike awareness of the destination through a series of photographs depicting the culture and history of the island.
Photographer Elliott Erwitt first photographed Puerto Rico 50 years ago as part of an ad campaign depicting contemporary life at that time. On a return trip last spring, Erwitt rediscovered Puerto Rico through his camera lens.
"The new campaign provides a glimpse of life in Puerto Rico as seen from an artist’s point of view," said Jamie Lopez, executive director of PRTC. "Having a celebrated photographer capture Puerto Rico’s culture, people, history and architecture, gastronomy and rain forests is a compelling way to share our destination with the world."
The campaign will run through June 2010 on TV, print and and online. It targets travelers who "want more than just a pretty beach," according to Lopez.
The photos can be viewed at www.seepuertorico.com, which links to the destination’s website, www.gotopuertorico.com, with information on attractions, accommodations and special offers.