Embark on a journey to discover the heart and soul of Puerto Rico with the evolution of the ‘Live Boricua’ campaign, unveiled by Discover Puerto Rico, the Island’s Destination Marketing Organization (DMO). Launching today, this new creative initiative transcends traditional tourism promotions, delving deeper into the essence of ‘Live Boricua’ to showcase the unique facets of Puerto Rican life and culture through emotional storytelling.
A Deeper Dive into ‘Live Boricua’:
The revitalized ‘Live Boricua’ campaign, showcased across television, digital, and social media platforms, aims to capture the imagination of travelers worldwide. Spearheaded by Puerto Rican Director Luis Gerard and Photographer Stephanie Segarra, along with an all-Puerto Rican talent and crew, the campaign endeavors to ignite a fresh movement within the global travel community. By highlighting familiar locations across Puerto Rico, including the lush landscapes of El Yunque, the culinary delights of Condado with renowned Puerto Rican chef Mario Pagan, the sun-kissed shores of Luquillo Beach, and the vibrant nightlife of La Factoria in Old San Juan, the campaign invites visitors to immerse themselves in the island’s rich tapestry of experiences.
Building on Past Success:
Since its inception in 2022, the ‘Live Boricua’ campaign has garnered widespread acclaim, attracting travelers with its captivating portrayal of Puerto Rico’s natural beauty and cultural heritage. The campaign’s success has contributed to record tourism figures, with visitor spending reaching $9.8 billion in 2023. Leah Chandler, Chief Marketing Officer for Discover Puerto Rico, emphasizes the campaign’s impact, citing over 625,000 trips to the island and more than $2 billion in influenced visitor spending.
Embracing the ‘Boricua’ Spirit:
Beyond its literal translation, ‘Boricua’ embodies a distinct experience unique to Puerto Rico. It encapsulates the island’s vibrant spirit, rich flavors, and zest for life. Through ‘Live Boricua,’ Discover Puerto Rico celebrates the essence of Puerto Rican culture, inviting visitors to savor the island’s offerings—from its lively music and delectable cuisine to its stunning landscapes and rich history.
A Collaborative Effort:
Creative Director Luis Gerard emphasizes the campaign’s authenticity, rooted in the shared passion of Puerto Ricans for their homeland. Collaborating with fellow Boricuas, Gerard and his team spotlight iconic locations and diverse experiences that define Puerto Rico’s cultural landscape.
Bringing ‘Live Boricua’ to Life:
The ‘Live Boricua’ campaign comes to life through captivating advertisements and activations showcasing #LiveBoricua moments shared by locals, diaspora, and travel enthusiasts. Offering a glimpse behind the scenes, Discover Puerto Rico invites audiences to explore the campaign’s creative process through its digital platforms.
Celebrating Puerto Rican Heritage:
Multimedia Director Adriana Rivera reflects on the campaign’s development with pride, highlighting the infectious energy and collective effort that brought ‘Live Boricua’ to fruition. Through this initiative, Discover Puerto Rico aims to showcase the island’s rich heritage and inspire travelers to embrace the spirit of ‘Boricua’ as they embark on their Puerto Rican adventure.
As Discover Puerto Rico continues to elevate the island’s allure on the global stage, the ‘Live Boricua’ campaign stands as a testament to the resilience, creativity, and vibrant culture that define Puerto Rico—a destination like no other.
