Marketing the Mystique of Cuba

Coffee lovers can now try "the first Cuban coffee in the U.S. in over 50 years" (quoting a Nespresso ad). In limited supply at Nespresso stores, and priced higher than other Nespresso capsules, Cafecito de Cuba offers a "taste" of the island nation, given very recent changes in trade relations.

Cuba has a mystique: It captivated the American imagination during the mid-20th century--the vibrant night life, the music, the celebrities, the food, the heritage. By now, Cuba has been off limits for so many years that it is somewhat mysterious, and its island location has considerable vacation appeal.

Currently, trade restrictions are slowly being eased (significant barriers remain), and Cuban rum and cigars are being allowed into the US.

More and more businesses are using the mystique of Cuba to market goods and services.

• American Airlines has an ambitious schedule of flights to various cities in Cuba, seeing future profit potential as tourism expands little by little. Jet Blue and Silver are also flying to Cuba.
• Starwood has three hotels under its umbrella, again awaiting the influx of tourists.
• Chanel brought a fashion show to Cuba, taking advantage of the mystique and novelty.
• Carnival has cruises to Cuba and New Orleans is trying to establish its port as another point of departure for Cuban tourism.