by Brian Major
Last updated: 11:30 AM ET, Wed March 13, 2024
Puerto Rico destination marketing organization Discover
Puerto Rico (DPR) is extending its “Live Boricua” promotional campaign with new
creative elements designed to utilize “emotional storytelling” to highlight unique,
traveler-accessible Puerto Rican cultural experiences.
Distributed this week via TV and digital and social media,
the campaign encourages visitors to explore areas across Puerto Rico, while embracing “the spirit of adventure,” said
DPR officials.
The programming spotlights locations across the island, including
adventure excursions in El Yunque National Forest, dining with Puerto Rican
chef Mario Pagan in San Juan’s Condado district and dancing at La Factoria in Old San Juan.
Launched in 2022, Live Boricua has generated 625,000
trips to Puerto Rico, said Leah Chandler, DPR’s chief marketing officer. The
campaign is responsible for “more than $2 billion in influenced visitor
spending," she said.
The term “Boricua” is translated as a person from Puerto
Rico by birth or descent. But the term can also represent “an experience you
can only find one place on earth – in Puerto Rico,” according to organization
officials.
The campaign highlights the Boricua lifestyle and
visitors’ opportunities to immerse themselves in Puerto Rico’s dance, music,
gastronomy, mixology, fashion, art and natural attractions.
"What makes this campaign evolution unique is the
focus on locals extending the invitation to visit the island,” said Chandler.
“Puerto Ricans are at the heart of this campaign, sharing
the landscapes, food, music and more that make the Island so special.”
Chandler added, “It's the start of a new conversation
about what travel should mean for local communities and cultures, not just
visitors."
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