When we took on Puerto Rico as a client in 2019, the island was recovering from not one, but two hurricanes, Irma and Maria. There was financial uncertainty and lingering Zika fears. Add to that, low levels of awareness and familiarity with the island that sits among many famous Caribbean standouts like Jamaica, St. Martin, Barbados and the Caymans, just to name a few. The likeliness to visit was at the back of the pack. Which was then followed by a 6.4 earthquake and a global pandemic in early 2020.
It’s a lot for one campaign to overcome. So, we took inspiration from what the people of the island were doing: while they were constantly rebuilding, we rebuilt the brand by developing a new campaign.
We knew it was important to mirror the island’s unwavering resilience in the branding and we learned about the people of Puerto Rico in the process led to the most successful tourism campaign in the history of The Caribbean: “Live Boricua.”
Today, Puerto Rico is one of the top destinations in the Caribbean, up over 50% in demand from when we started, with more than $500 million in economic impact:
48% increase in familiarity above competitors.
29% increase in potential to visit above competitors.
1.8 billion in lodging revenue growth.
5 straight years of record-breaking visitation.
