Celebrating 450 years of party, Rums of Puerto Rico revealed “Rum Times”, its new marketing and advertising effort that seeks to boost sales and brand recognition of the rums made in Puerto Rico. This effort includes a major strategic alliance with History.com, the leading online resource for all things history, which will serve as the primary digital platform.
The campaign features a series of webisodes and original articles from History.com highlighting historic events and the Rums of Puerto Rico celebrations that follow each achievement. Webisode topics include the invention of the light bulb, the evolution of sports and the invention of the motion picture camera.
Rum Times will focus on digital media efforts for major rum consumer markets in the US, including the states of Florida, California, New York, Texas and Illinois. Campaign efforts also integrate the Rum Times official webpage, www.itsrumtime.com, and other social media platforms such as Twitter, Facebook and Instagram.
“This new marketing and advertising project gives an additional push to our local rum industry, complementing other efforts already underway to increase both production and sales volume in the United States”, explained Rums of Puerto Rico Director, Pedro Cuellar. “The alliance with History.com allows us to deliver our message and connect with our audience and consumers.”
Puerto Rico, with its entrenched festive culture and high-quality rum production tradition, is the only place in the world that best represents the characteristics of rum. Rum Times appeals to those traits, evoking the consumer’s emotions and demonstrating how behind every great historical achievement, there’s a great party.
“Rum Times reaffirms Puerto Rico’s commitment to work closely with rum producers to bring the Puerto Rican rum industry to a new level, celebrating our capabilities as a leading producers and exporters of rum”, said Antonio L. Medina Comas, executive director of the Puerto Rico Industrial Development Company.
Latitude 18 Films produced the Rum Times webisodes as part of the campaign created by JWT Puerto Rico, with local talents and technical crew. Several historic landmarks of Puerto Rico such as El Castillo San Cristobal and La Arcada, both in Old San Juan, were transformed into famous scenarios to recreate those events of history that have been celebrated with rums produced in Puerto Rico.