Discover Puerto Rico shares what it truly means to ‘Live Boricua’

The campaign’s “people-centric themes” are drawing consumers, says CMO Leah Chandler.

Campaign: Live Boricua
Companies: Discover Puerto Rico
Agency Partners: Ketchum (public relations and brand partnerships); R&R Partners (creative); Miles Partnership (digital media and website development); Cinetrix (film production); Young Collective (still photography); and REAKTOR (post-production).
Duration: May 2 – ongoing

Boricua means “a native of Puerto Rico or a person of Puerto Rican descent.” 

With its Live Boricua campaign, tourism marketing organization Discover Puerto Rico wanted to show not only what the island offers but “who Puerto Rico is,” Leah Chandler, chief marketing officer for the organization, explained in an email to PRWeek.

Strategy

In developing the campaign that highlighted the island’s people, the creatives tested ideas with focus groups across mainland U.S. and in San Juan, Puerto Rico’s capital in order “to get the perspective of would-be travelers, diaspora and Puerto Ricans,” Chandler stated.

“We wanted to create a campaign that truly stood out and that no other destination could own,” Chandler wrote. “Given the innate nature of the word Boricua, it was essential for the campaign to highlight Puerto Ricans who share what it truly means to ‘Live Boricua.’”

To ensure the campaign was authentic, PR partner Ketchum gathered input from 300 Puerto Ricans, including tastemakers and representatives from the local tourism industry.

“As far as general market campaigns, this is the first time where we have led with the unique, warm, engaging people of Puerto Rico as opposed to the product itself,” Chandler wrote.

Tactics

The campaign featured placements on television; streaming services; online video; social media; content partnerships; and digital banners.

The campaign also sent mailers of authentic Puerto Rican products to select diaspora influencers, with the goal enlisting them as brand ambassadors, Chandler explained.

To generate earned media, Ketchum staff crafted story angles about the island’s gastronomy; mixology; arts and culture; and LGBTQ+ elements, Chandler stated.

The campaign also hired Puerto Rican influencers in the diaspora, such as Lissette Pedreiras and Samantha Ortiz-Young, to share their authentic Boricua experiences and tag #LiveBoricua and @DiscoverPuertoRico.

The local production of the campaign cost $750,000, according to Discover Puerto Rico.

“This is considered a modest investment for production on the scale of this campaign, especially given that it will reach a national and global audience and will be with us for some time,” Chandler wrote. “Also, important to note, the production of the brand campaign contributes to the island’s economy because of the money invested in local production and post-production companies, local cast and crew, local venues, props and costumes.”

Results

The campaign generated coverage from People en EspañolSkiftTravelPulse; and Travel Weekly.

Paid media generated more than 360,000 page views on the Discover Puerto Rico site, with more than 138,000 visitors engaging more with the website.

The campaign generated more than 32 million video completions, with a completed view rate of more than 71%.

“We are extremely excited about the early results we have seen from this campaign,” Chandler wrote. “Just a few months old, the Live Boricua campaign demonstrates that consumers interested in travel are being drawn to its people-centric themes.”


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