Puerto Rico Tourism Melts Chicago's Snow With Branded Salt Pots
JWT Targets Freezing Chicagoans With Salt From Beaches
Feb 25, 2016
Puerto Rico Tourism collected salt from the island's beaches and took it to Chicago in a stunt targeting tourists from the Windy City, one of its biggest markets.
The campaign, by JWT Puerto Rico, handed out branded pots of Puerto Rico salt to Chicagoans, encouraging them to sprinkle it on the streets and melt snow in the middle of their freezing winter -- all to get them thinking about the destination when they next booked a vacation to the sun.