Live Boricua - Discover Puerto Rico | Clapboard Ad Archive

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Description

Live Boricua from Discover Puerto Rico in partnership with the island's Destination Marketing Organization marks an ambitious 2024 evolution in travel marketing, positioning Puerto Rico not simply as a destination but as a deeply immersive invitation to participate in a living, breathing culture defined by its residents. Building on the sustained success of the initial campaign, which helped drive record $9.8 billion tourism for the island and over 625,000 incremental trips, this integrated effort spans TV, digital, and social, deploying an all-local talent and crew to narrate what it truly means to live Boricua through adventure, cuisine, music, and community. The campaign pivots decisively from generic beach-and-sun tropes by rooting every frame in authentic local life — adventuring in El Yunque, dining in Condado, dancing in Old San Juan, relaxing on Luquillo Beach — and centers Puerto Ricans themselves as aspirational hosts whose joy and vitality become the creative's emotional core. In a travel category historically saturated with outsider perspectives, this approach foregrounds the value of personal connection and local pride, turning Boricuas and the Puerto Rican diaspora into both storytellers and advocates, and recalibrating the tourism narrative around mutual exchange rather than passive consumption. The creative uses what Clapboard’s taxonomy defines as FORMAT#10—Associated User Imagery, casting real Puerto Ricans and local cultural figures as the faces to inspire global audiences, signaling not just inclusion but authentic aspiration: to Live Boricua is to engage, celebrate, and share in a state of mind, a mood, a spirit of place. With more than 6.6 million views on key campaign assets and a unified message encouraging visitors to move beyond the superficial and connect meaningfully with the island’s essence, the campaign reflects a modern traveler’s appetite for cultural immersion that enriches both guest and host. Discover Puerto Rico’s initiative thus reframes travel as a form of belonging, uniting emotional storytelling and destination branding into a cohesive, influential narrative. Clapboard rates this 79/100. For the industry, Live Boricua signals an inflection point for destination marketing, as it proves the commercial and creative power of letting local voices not only shape but own the invitation to visit.

Credits

Client

Discover Puerto Rico

Campaign Proposition

Discover Puerto Rico’s ‘Live Boricua’ campaign builds on its established success by positioning the island not just as a travel destination, but as an immersive cultural experience defined by the unique spirit and lifestyle of its people. The brand proposition centers on inviting visitors to authentically engage with Puerto Rico’s heritage, combining natural beauty with the warmth and vitality of local customs, including music, cuisine, art, and adventure. This approach transcends typical tourism messaging by emphasizing emotional storytelling and a genuine connection with Puerto Rican identity, encapsulated in the concept of “Live Boricua”—a state of mind and way of life exclusive to the island. Strategically, the campaign leverages a narrative-driven, integrated media approach spanning TV, digital, and social channels, featuring local talent and culturally significant locations to reinforce authenticity and deeper engagement. By highlighting familiar settings like El Yunque, Luquillo Beach, and Old San Juan, and collaborating with native creatives and personalities, the campaign appeals to both domestic pride and international curiosity. The insight driving this approach acknowledges that modern travelers seek meaningful encounters that support and respect local communities, rather than surface-level tourism. Positioning Puerto Ricans themselves as hosts and storytellers shifts the narrative from one of outsider observation to communal invitation, fostering a more personal and emotional connection with the audience. This dual focus on cultural immersion and local endorsement has proven effective, contributing to significant tourism growth and economic impact, including over 625,000 visitor trips and $2 billion in influenced spending since launch. The campaign’s emphasis on multi-sensory, culturally rich experiences aligns with evolving traveler expectations, making it both a cultural affirmation and a strategic tool for sustained destination marketing.

Creative Device

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. The 'Live Boricua' campaign most closely fits the Associated User Imagery format. All cues stress immersing audiences in authentic Puerto Rican life, featuring real Boricuas and local celebrities in familiar locations, inviting others to experience the distinct cultural spirit. Rather than focusing on plot-driven storytelling or solving a specific “problem,” the ads use locals as aspirational figures who embody Puerto Rican joy, hospitality, and vitality. This associated user imagery both inspires and signals inclusion, making the audience want to “Live Boricua” themselves. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

Competitive Planks

Visit Cancun – Positioned as a vibrant Mexican travel destination, Visit Cancun emphasizes luxury resorts, stunning beaches, and rich Mayan heritage. Their strategic angle focuses on all-inclusive experiences combined with adventure tourism, appealing to both families and millennials seeking sun, culture, and nightlife.

Jamaica Tourist Board – Jamaica promotes its island as the ultimate Caribbean escape with a strong emphasis on reggae culture, music, and wellness tourism. Their differentiation lies in authentic cultural experiences paired with eco-adventure and culinary tourism, targeting travelers looking for immersive and spirited island life.

Bahamas Ministry of Tourism – The Bahamas markets itself as a premium, accessible island getaway with unparalleled beaches, water sports, and luxury amenities. Their positioning leverages exclusivity through private islands and resorts, targeting affluent travelers and those seeking bespoke, high-end vacation experiences.

Aruba Tourism Authority – Aruba brands itself as the “One Happy Island,” focusing on consistently sunny weather, diverse activities, and safety. Their strategic differentiation centers on family-friendly, outdoor, and wellness tourism, promoting a year-round destination with a multicultural and welcoming vibe.

Dominican Republic Tourism – The Dominican Republic highlights its vast variety of experiences from all-inclusive resorts and golf courses to ecotourism and cultural heritage sites. Their market angle is delivering affordable luxury with a strong appeal to both beach lovers and adventure tourists looking to explore vibrant local culture.

Live Boricua - Discover Puerto Rico | Clapboard Ad Archive FAQs

What is Live Boricua about?

Live Boricua is a 2024 integrated campaign created by Discover Puerto Rico, the island’s Destination Marketing Organization, to deepen the narrative around Puerto Rican culture and travel. Developed in partnership with Puerto Rican director Luis Gerard and photographer Stephanie Segarra, and featuring an all-local cast and crew, the campaign runs across TV, digital, and social channels. Its central creative idea is to invite travelers to experience Puerto Rico not just as a destination, but as a vibrant, immersive way of life—celebrating the island’s music, cuisine, art, adventure, and the unique Boricua spirit through authentic local storytelling.

What creative device does Live Boricua use?

Live Boricua employs the Associated User Imagery format, as classified by Clapboard’s 12-format taxonomy. This creative device centers on showcasing real Puerto Ricans and local personalities as aspirational figures, immersing audiences in authentic island life. Rather than relying on plot-driven narratives or problem-solving, the campaign uses locals as hosts and cultural ambassadors, inviting viewers to identify with and aspire to the Boricua lifestyle. This approach signals inclusion and authenticity, encouraging audiences to see themselves participating in the joyful, communal spirit of Puerto Rico.

What is the campaign proposition for Live Boricua?

The strategic proposition of Live Boricua is to position Puerto Rico as more than a travel destination—framing it as an immersive cultural experience defined by the island’s unique spirit and lifestyle. Discover Puerto Rico invites travelers to authentically engage with local heritage, blending natural beauty with the warmth of Boricua customs in music, food, art, and adventure. This message targets modern travelers seeking meaningful, community-connected experiences, and underscores the importance of travel that supports and respects local culture. The campaign’s emphasis on emotional storytelling and genuine local endorsement sets it apart in the travel and tourism market.

How does Live Boricua rank in Clapboard's archive?

Live Boricua holds a Clapboard Campaign Score of 79/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards.

Who are the competitors in Discover Puerto Rico's category?

In the travel and tourism sector, Discover Puerto Rico competes with several high-profile destinations. Visit Cancun is positioned as a vibrant Mexican getaway emphasizing luxury resorts and Mayan heritage, while the Jamaica Tourist Board highlights reggae culture and immersive adventure. The Bahamas Ministry of Tourism markets exclusivity and premium island experiences, Aruba Tourism Authority promotes itself as a family-friendly, multicultural destination with year-round appeal, and Dominican Republic Tourism focuses on affordable luxury and a diverse mix of cultural and adventure offerings. Each brand carves out a distinct narrative to attract global travelers seeking unique island experiences.