Dana Communications has been selected to brand and market two Latin American endeavors: Royal Isabela, a private residential golf community in Puerto Rico, and The Golf Connection International, an Argentina-based guide for exclusive travel and golf instructional experiences. The addition of these clients to the Dana portfolio extends the hospitality and travel lifestyle marketing agency’s reach into the growing Latin American travel industry.
For both new clients, Dana’s experience in branding and marketing resorts, golf courses, real estate and travel companies in the U.S. was a key calling card—as American travelers will be a prime target audience. “Our challenge is applying our stateside marketing strategies without over-‘Americanizing’ the communications message,” says Robert Prewitt, President. “We want to accurately represent the wonderful culture, sense of place and passion for hospitality that both Royal Isabela and The Golf Connection International have to offer in a way that will relate to the needs and desires of the American buyer.”
With Royal Isabela, Dana engages in “Spanglish” to create a brand that blends the best of Puerto Rican and U.S. lifestyles in a high-end golf real estate development. Royal Isabela offers the climate, natural beauty and culture of the Caribbean with U.S.-based economy and real estate laws. In addition to its spectacular golf course, the project includes a Lodge, home sites, villas and resort amenities, all located on 1,600 acres of prime oceanfront property in northwestern Puerto Rico.
Promoting its trusted relationships with PGA Professionals and PGA Magazine is part of Dana’s strategy for The Golf Connection International. The group serves as an exclusive “gateway” between the hemispheres, organizing authentic high-end golf and adventure travel experiences for U.S. travelers in Brazil, Chile, Argentina and Uruguay as well as coordinating intensive golf instructional programs for South American golfers at the PGA Center in Port Saint Lucie, Florida.
Currently celebrating its 30th anniversary, Dana Communications is a leading hospitality and travel lifestyle marketing agency with offices in New York City, Princeton, NJ, the Carolinas and San Francisco, California.