Cuba's Advertising Challenge

President Obama’s historic visit to Cuba this week brought with it the tantalizing prospect of a new era for Cuba’s economy.

The restoration of diplomatic relations between the US and Cuba comes as economic reforms from the Castro government are already underway: Under new rules, last year the Cuban government issued nearly a half million small business licenses.

As American tourists flood Cuba, Cubans are opening casas particulares (bed-and-breakfasts) and paladares (in-home restaurants) in droves. But visitors to Cuba will notice something unusual about these businesses: They don’t really advertise. 

Michael Serazio is assistant professor of communication at Boston College.  He’s also the author of Your Ad Here: The Cool Sell of Guerrilla Marketing.  He recently wrote about Cuba’s ban on advertising for The Atlantic.