Discover Puerto Rico Debuts Evolution of Its Successful ‘Live Boricua’ Brand Campaign Aimed at Engaging Visitors through Local Storytelling

 Puerto Rico and Boricuas are the Focus of the Campaign, which Comes to Life Through a Puerto Rican Director and Photographer, as well as an All-Puerto Rican Talent and Crew, While Spotlighting Locations Across the Island

SAN JUAN, Puerto Rico, March 12, 2024 /PRNewswire/ — Discover Puerto Rico, the Island’s Destination Marketing Organization (DMO), announces the evolution of its successful ‘Live Boricua’ campaign, launching today. The new creative running on TV, digital and social, will delve deeper into what it means to ‘Live Boricua,’ leveraging emotional storytelling to highlight unique aspects of the Puerto Rican way of life and culture. In partnership with Puerto Rican Director Luis Gerard and Photographer Stephanie Segarra, as well as an all-Puerto Rican talent and crew, the campaign aims to ignite a new movement within the national and international travel community, encouraging visitors to explore more of the Island and embrace the spirit of adventure. Familiar locations across Puerto Rico are featured in the content, including adventuring in El Yunque, dining with Puerto Rican chef Mario Pagan in Condado, enjoying Luquillo Beach and dancing at La Factoria in Old San Juan.