About Us


MISSION

Bring prosperity to Puerto Rico by collaboratively positioning our diverse and unique island as a premier destination for leisure, business and events.

VISION

Become a transformational, results-oriented and innovative Destination Marketing Organization, powering sustainable economic growth.

Our Journey

timeline_pre_loader

2019 - June

Hosted Industry Update

Launched Video Series Featuring Lin-Manuel Miranda

Held First Ever LGBTQ Roundtable

Discover Puerto Rico Participates in The National Puerto Rican Day Parade’s Gala and Banquet

Medical Tourism Roundtable

2019 - May

Phase III of Hiring Completed

Launched Travel Agent Perception Research

Roberto Vigoreaux Recognized by Destinations International as “30 Under 30” Top DMO Professionals (Note: two other Discover Puerto Rico team members have previously been recognized by 30 Under 30)

Promoted at One Sales Mission

Brad Dean receives 2019 Destination Organization Leadership Award by Destinations International

2019 - April

First Discover Puerto Rico Brand Advertising Campaign Launched

Published Content on DiscoverPuertoRico.com for Points of Interest in Each of 78 Municipalities, Desecheo, and Caja de Muertos

Rebranded and Launched Travel Agent Education Program

Launched Targeted Sales Road Shows in Key U.S. Cities

Discover Puerto Rico Invited to Participate in National Diversity and Inclusion Consortium

Promoted at Three Trade Shows and Sales Missions

2019 - March

Brand Campaign Produced

Discover Puerto Rico’s “Cover the Progress” Campaign Wins Best Campaign in Crisis by PR Week Awards

Campaign Research Initiated

Developed Leisure Sales & Marketing Strategy

Hosted Four Google and DiscoverPuertoRico.com Industry Workshops Throughout the Island

Held TripAdvisor Workshop

Launched Office Location RFP

Ad Recall and Brand Health Tracking RFP Initiated

Promoted at Three Trade Shows and Sales Missions

2019 - February

Hosted Second Strategic Advisory Board Meeting

Brad Campaign Tested with Consumers

Launched the All New DiscoverPuertoRico.com

“Have We Met Yet?” Brand Campaign Films Around the Island

Discover Puerto Rico Multimedia Team Produces Shoot During PGA Puerto Rico Open Golf Open Tournament with Five Golf Influencers

Five Regional Roundtables Completed

Business Intelligence Platform Established

Promoted at One Tradeshow

2019 - January

Brand Campaign Concept Developed

Jimmy Fallon Co-produces Jimmy Fallon Desde Puerto Rico in Partnership with Discover Puerto Rico

Discover Puerto Rico Produces First-Ever LGBTQ Photo Shoot to Promote the Island’s Inclusivity

Puerto Rico Named No. 1 Place to Visit by The New York Times in 2019

Three Diaspora Roundtables Completed in Orlando, Miami, New York

Implemented Hotel Site Inspections with Real-Time Feedback

Team Member Performance Evaluation and Goal Setting Established

Promoted at Seven Trade Shows and Sales Missions

2018 - December

Brand Identity Tested with Consumers

Public Relations RFP Launched

Developed and Implemented Strategic MICE Partnerships

Internal Efficiency Technology Launched

Promoted at Four Trade Shows and Sales Missions

2018 - November

Hosted Industry Update

Brand Identity Developed

Discover Puerto Rico Produces Virtual Reality Film for Sales Promotion

Discover Puerto Rico Produces First TV Spot for Holiday Campaign

Reached CTR of .36%, Compared to Benchmark of .08-.10%

Reached Average ROI of $60.60 for Every $1 Invested, an 88.1% Increase in Room Nights Generated (Source: Expedia)

Discover Puerto Rico Invited to Present #CoverTheProgress at Global City Nation Place Annual Conference

Site Experience Agenda Created

Promoted at Three Trade Shows and Sales Mission

2018 - October

Brand Positioning Finalized

Finalized Co-operative Holiday Campaign with NYC and Co. (New York City DMO)

Multimedia Team Travels Island for Photography/Video Assets (78 Municipalities)

Reached 400% Improvement in Previous CTR Performance Three Weeks into Our Campaign After Transitioning Program to DMO* (Source: TripAdvisor)

BuzzFeed Bring Me! FAM Trip

Implemented Procurement Policies and Procedures to Manage Public Funds with Efficiency, Transparency and Accountability.

Two Industry Roundtables Completed

Promoted at Six Trade Shows and Sales Missions

Introduced a New Trade Show Booth and Strategy at IMEX America

2018 - September

Creative Agency RFP Executed

Digital Agency RFP Executed

Launched PuertoRicoDMO.com

Launched Winter Campaign Microsite

Hosted Six Media/Influencer Familiarization (FAM) Trips

Market Selection & Targeting Initiated

Evaluated Destination Support Services at Three U.S. DMOs to Institute Best Practices

Formalized Marketing Partnership with Brand USA

Crisis and Contingency Communications Plan Finalized

Phase II Hiring Completed

Promoted at Two Trade Shows and Sales Missions

2018 - August

First Strategic Advisory Board Meeting

Hosted First Industry Update Meeting (to inform industry partners)

Web Analysis Research Completed

Three Industry Roundtables Completed

Social Media Management Brought In-house

#CoverTheProgress Campaign Launched

Launched a Comprehensive MICE Media Plan

Promoted at Seven Trade Shows

Google Content Program Launched

2018 - July

Discover Puerto Rico Office Opens with 27 Staff

Becomes Member of Destinations International, U.S. Travel Association and Global Partner with Brand USA

Recruiting and Onboarding to Grow Staff

Transition Responsibilities for Q3 Advertising Campaign to Discover Puerto Rico (from Meet Puerto Rico and Puerto Rico Tourism Company)

Brand Heath Evaluation

Traveler Spending Analysis Research Conducted

Meetings & Conventions Analysis Research Conducted

Transitioned All Social Media Platforms to Discover Puerto Rico

2018 - June

Puerto Rico DMO Officially Named Discover Puerto Rico

Phase I Hiring Completed

2018 - May

Phase 1 Hiring:

Leah Chandler, CMO

Alma Pedrosa, CFO

Ed Carey, CSO

2018 - April

2018-2019 budget developed

Organizational design begins

Roles and responsibilities defined

Competencies Plan established

Talent screening, interview and hiring process begins

PRDMO’s Strategic Organizational Plan established

2018 - March

Brad Dean Appointment as CEO

2017- August

Board Convened

2017 - March

Act 17 Passed

OUR TEAM /

Executive Office

  • Brad Dean
    Brad DeanChief Executive Officer
  • Jennyfer Ferrer
    Jennyfer FerrerExecutive Assistant
  • Michelle DeLeo
    Michelle DeLeoExecutive Project Coordinator

Finance

  • Alma Pedrosa
    Alma PedrosaChief Executive Officer
  • Ingrid Figueroa
    Ingrid FigueroaOffice Coordinator
  • Keren Cordero
    Keren CorderoAccounting Manager

Communications

  • Jennifer Rosa
    Jennifer RosaCommunications Vice President
  • Xiomara Rodríguez
    Xiomara RodríguezPublicity & Industry Communications Director

Sales & Destinations Support Services

  • Carlos Deliz
    Carlos DelizRegional Sales Manager
  • Ed Carey
    Ed CareyChief Sales Officer
  • Iraliz Otero
    Iraliz OteroDestination Support Services Coordinator
  • José Enrique Arana Rodríguez
    José Enrique Arana RodríguezSales Coordinator
  • Joyce Méndez
    Joyce MéndezNational Sales Director
  • Patricia Villalí
    Patricia VillalíDestination Support Services Coordinator
  • Vanessa Figueroa
    Vanessa FigueroaDestination Support Services Director

Marketing

  • Coralis Rivera
    Coralis RiveraSocial Media Coordinator
  • Dalissa Zeda
    Dalissa ZedaWeb Content Manager
  • Deborah Cohen
    Deborah CohenMarketing & Conventions Marketing Director
  • Janid Ortíz
    Janid OrtízPartnership Marketing Director
  • Jean Paul Polo
    Jean Paul PoloMulti Media Director
  • Karinna Sostre
    Karinna SostreWeb Content Coordinator
  • Leah Chandler
    Leah ChandlerChief Marketing Officer
  • Liz Mabe
    Liz MabeDigital Marketing Director
  • Michelle Vilas
    Michelle VilasMarketing Project Manager
  • Patricia Camacho
    Patricia CamachoSocial Media Senior Manager