Leah Chandler

Melissa Ward is the managing editor for Target Marketing, and she has opinions! More importantly, she's a nerd for great copy and design, a disciple of authenticity, and really loves it when marketers get it right.

As COVID-19 spread, we watched cities, states, and countries go into various forms of lock down. Marketers were left wondering, "What do we do now?" And those in the travel and hospitality industry were some of the first marketers who had to begin figuring things out immediately.

It's not a question that COVID-19 has devastated multiple industries, but maybe one of the hardest hit has been travel and hospitality. While it might be hard to answer the question of should these brands be working on advertising right now, there is room for some thoughtful post-pandemic vacation messaging.

Who can say no to the idea of vacationing somewhere beautiful and inviting? In this episode of "What Were They Thinking?" Melissa shares the first campaign from Puerto Rico's recently formed nonprofit destination marketing organization (DMO), Discover Puerto Rico. The new brand campaign, "Have We Met Yet?" launched in April, and is the first marketing campaign in 5-plus years by the Island.

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