When Leah Chandler took on the role of CMO of Discover Puerto Rico in 2018, it was a trial by fire.
The Destination Marketing Organization started Discover Puerto Rico in July 2018 as the country was just coming off the devastating 2017 hurricane season. In 2019, political protests erupted over issues with local government. And, in January 2020, a series of earthquakes shook the island.
The subsequent onset of the COVID-19 pandemic was just a continuation of crisis marketing, according to Chandler.
“It really allowed the DMO and the island as a whole to hit the ground running,” she says. “Compared to our competitors in the Caribbean and DMOs in the States, we have a really robust crisis playbook with about 25 scenarios, including airborne illness and contagion, so we could adapt quickly if not easily.”
Discover Puerto Rico is the nonprofit tourism entity for the island charged with promoting long-term economic development of all 78…