Mallorca in the USA – the oversized electric billboard at the Newark Airport motorway exit in New Jersey near New York reads in large letters: “This is Palma”, and smaller underneath: “visitpalma.com”. In addition, changing photo motifs can be seen, such as a row of palm trees by the sea or the evenly arranged, Gothic outer arches of Palma Cathedral.
Billboard at Newark showing Palma Cathedral.
The Majorcan tourism foundation Palma 365 has started a promotional campaign for the east coast of the United States. Fundación 365 executive director Pedro Homar explained that the promotional strategy is aimed at North American vacationers. Their goal is to build a brand that presents Palma as a holiday destination and new tourist offer in the American market. By the end of August, the foundation intends to carry out further advertising measures, in particular in inserts and online media, “in order to attract and consolidate this new foreign market, which has great growth potential,” said Homar.
The US airline United Airlines has been offering direct flights from Newark to Palma’s Son Sant Joan Airport since this year. Demand in the USA has exceeded all expectations. The fact that Newark is United Airlines’ hub airport, according to Homar, “allows the airline to attract traffic from additional airports in North America. These are primarily Toronto in Canada and the west coast of the USA.”
