President, Mickey Espada

CONGRATULATIONS, MICKEY!!

Mickey espada seleccionado nuevo presidente de skal (ejecutivos del turismo y la hospitalidad)


La meta: enamorar al turista

Mickey Espada, presidente de Mabudeg, empresa de mercadeo y negocios enfocada en el tema de la hospitalidad y veterano de la industria turística, opina que la marca actual, “Puerto Rico Does It Better”, carece de fuerza. Para él hay un problema de identidad. “Para enamorar a alguien hay que desarrollar estrategias efectivas. Más allá de que somos playa y sol”, dice.

De acuerdo con Espada, hay que definir qué es lo que hace atractiva a la Isla. Para esto recomienda centrarse en la historia local y productos que apelen a los diversos nichos.

Por esa misma línea, Carlos Diago, ex catedrático del Instituto de Investigación Turística de la Universidad del Sagrado Corazón y ex subdirector de la Compañía de Turismo, asegura que las dos áreas a mejorar para potenciar a Puerto Rico a nivel turístico son concluir un plan maestro de desarrollo del producto turístico, y elaborar un plan efectivo de mercadeo, basado en la investigación.

Diago explica que para competir con el mercado global es importante desarrollar ofertas dirigidas a mercados especializados. Estas ofertas deben incluir, además de transporte y alojamiento, excursiones de interés para estos grupos, como el de lujo, aventura, golf y agroturístico.

En cuanto a la marca, Espada no es el único que piensa que necesita más brillo. Tanto Diago como Jímenez recordaron la campaña titulada “The Shining Star of the Caribbean”, como un buen ejemplo en la historia del turismo local.

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Skalleague Mickey Espada

CONGRATULATIONS, MICKEY!!

As reported in Caribbean Business, Fort Lauderdale, Florida-based Starmark International, a leading full-service marketing communications agency specializing in the hospitality industry, has established operations in Puerto Rico. It will be the first full-service agency of its kind on the island aimed at serving the hospitality industry through its core business areas that include branding, digital/interactive, public relations and advertising.

The international agency has tapped our Skalleague and tourism industry veteran Mickey Espada to lead the regional Starmark office as vice president of business development for Latin America and the Caribbean. Espada, who will oversee the regional operations from Starmarks' Puerto Rico offices, has more than 20 years experience in a variety of industries including travel and tourism, food and beverage, hospitality, economic development and government affairs.

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Starmark International to establish local operations

BY FRANCES RYAN

Fort Lauderdale, Fla.-based Starmark International, a leading full-service marketing communications

agency specializing in the hospitality industry, has established operations in Puerto Rico, CARIBBEAN BUSINESS learned. Starmark will be the fi rst full-service agency of its kind on the island aimed at serving the hospitality industry through its core business areas that include branding, digital/interactive, public relations and advertising.

In addition, the international agency has tapped tourism industry veteran Mickey Espada to lead the regional Starmark offi ce as vice president of business development for Latin America & the Caribbean. “We are pleased to have Mickey [Espada] join our team and assist us in developing tourism and consumer business within Puerto Rico and throughout Latin America and the Caribbean,” Peggy Nordeen, chief executive offi cer of Starmark International, said during an exclusive interview.

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Starmark taps Mickey Espada to run new business efforts in Puerto Rico

Fort Lauderdale-based Starmark International names Mickey Espada as VP of Business Development, based in Puerto Rico. Mr. Espada has more than 20 years experience in a variety of industries, including travel and tourism, food and beverage, hospitality, economic development and government affairs.

“We are pleased to have Mickey join our team and assist us in developing tourism and consumer business within Puerto Rico and throughout Latin America,” said Peggy Nordeen, chief executive officer of Starmark International.

Prior to joining Starmark International, Mr. Espada was a business development consultant specializing in the food, beverage and hospitality industries. Before that he served at the highest levels of the Puerto Rican Government.

About Starmark International

Starmark International is a full-service integrated marketing communications agency that specializes in the seamless integration of multiple marketing disciplines, including advertising, public relations, interactive services, branding, direct response and custom publishing. Clients include Greater Ft. Lauderdale Visitor’s Bureau who recently swept the Governor’s Tourism Conference awards winning more top awards for advertising and promotion than any other organization. Originally founded in Chicago in 1978, Starmark is one of only four companies ever named to Inc. Magazine’s “INC 500″ Fastest Growing Privately Held Companies seven times. Headquartered in Fort Lauderdale, Starmark also has offices in Orlando and Washington, D.C.

For more information, visit http://www.starmark.com or call 954-874-9000.