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Discover Puerto Rico launches ‘Live Boricua’ brand campaign


Tourism officials said the new brand campaign highlights how to enjoy things in Puerto Rico the Boricua way for “a deeper and more meaningful experience.”

By The Star Staff


Discover Puerto Rico, the island’s destination marketing organization (DMO), announced Tuesday alongside Puerto Rican tastemakers and the local tourism industry the unveiling of “Live Boricua,” a new brand campaign.


Officials described it as a movement born out of Puerto Rico — with creative insights and assets from and driven by Puerto Ricans — that highlights how to enjoy things the Boricua way, which means a person of Puerto Rican descent. ‘Live Boricua’ is being brought to life via new advertising and activations that spotlight #LiveBoricua moments shared by Puerto Ricans, the Puerto Rican diaspora and destination lovers.


“To Live Boricua is an experience like no other, and research has shown us that once a traveler gets a taste of it, they understand what truly makes Puerto Rico special and they crave more,” said Leah Chandler, chief marketing officer of Discover Puerto Rico. “Every detail of the brand campaign was intentionally and thoughtfully created by Puerto Ricans, who expressed a sense of pride in seeing the creative articulation of the destination’s offerings celebrated as a way of life.”


“The essence of Live Boricua means to ‘live like us,’ and promises a deeper and more meaningful experience for travelers,” said Jean Paul Polo, an Emmy award-winning director of creative strategy for Discover Puerto Rico. “It was incredible to work with fellow Boricuas, from renowned director Mariem Pérez Riera and award-winning still photographer Steph Segarra to my colleagues at Discover Puerto Rico and the local talent we cast as this is our moment to define what it means to experience our way of life and have it become part of the everyday vernacular outside of the island.”


Via the making of the “Live Boricua” advertising spots, island history was made with two females, Cinetrix director Pérez Riera and Young Collective photographer Segarra directing all visual components of an on-island tourism brand campaign. In addition, Puerto Rican influencers and local tastemakers will be supporting the rollout and call to action for travelers to “Live Boricua” while visiting by sharing personal anecdotes of their favorite #LiveBoricua moments and inviting others to do the same.


“Live Boricua” will also serve as a muse for local artists to design the “Live Boricua” merchandise line to be introduced later this year, officials said in a statement.

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