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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/12-key-advertising-formats-or-techniques
1. 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. 2. 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. 3. 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. 4. 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. 5. 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 BoricuaDiscover 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. Since its launch in 2022, the 'Live Boricua' campaign has captured the attention and imagination of travelers, showcasing the natural beauty, world-class beaches and rich cultural heritage of Puerto Rico, which has contributed to record tourism on the Island reaching $9.8 billion in 2023. "The 'Live Boricua' campaign has generated more than 625,000 trips to the Island and more than $2 billion in influenced visitor spending," said Leah Chandler, Chief Marketing Officer for Discover Puerto Rico. "What makes this campaign evolution unique is the focus on locals extending the invitation to visit the Island. Puerto Ricans are at the heart of this campaign, sharing the landscapes, food, music and more that make the Island so special. It's the start of a new conversation about what travel should mean for local communities and cultures, not just visitors." Beyond "Boricua's" direct translation, meaning a person from Puerto Rico by birth or descent, it is an experience you can only find one place on earth – in Puerto Rico. 'Live Boricua' is the state of mind, spirit, flavor and way of life on the Island. The campaign highlights how to enjoy life the Boricua way and welcomes visitors to immerse themselves in the beauty of Puerto Rico – through dance, music, gastronomy, mixology, fashion, art and nature. "The concept of 'Live Boricua' is one no other destination can claim. This guided how we captured and communicated the passion of the Island and its diverse people," said Luis Gerard, Creative Director of the 'Live Boricua' campaign. "It was incredible to work with fellow Boricuas and spotlight places that play an important role in Puerto Rico's history and culture, and the diversity of people and experiences that are prominent throughout the Island." 'Live Boricua' is being brought to life via new advertising and activations that spotlight #LiveBoricua moments shared by Puerto Ricans, Puerto Rican diaspora and destination lovers. For a look behind the scenes of the 'Live Boricua' campaign, visit the Discover Puerto Rico YouTube Page and follow along on Instagram, Facebook and DiscoverPuertoRico.com. "The energy while developing and capturing this campaign was inspiring and contagious," shares Adriana Rivera, Multimedia Director for Discover Puerto Rico. "I'm proud to have worked with my fellow Boricuas to bring this to life and show the world what it means to 'Live Boricua.'"This professional campaign titled 'Live Boricua' was published in Puerto Rico in March, 2024. It was created for the brand: Discover Puerto Rico, . This Integrated medium campaign is related to the Travel and Tourism industry and contains 5 media assets. It was submitted about 1 year ago.Discover Puerto RicoPuerto RicoIntegratedTravel and Tourism1. Year: 2024 2. Title: Yes, an Island can love you back #LiveBoricua 3. Description: With nearly 300 miles of coastline, the perfect stretch of sand to take in a picture-perfect sunrise is never out of reach. Let the Boricua spirit welcome you with a warm embrace to start each day and remind you why you travel in the first place. #LiveBoricua ❤️🇵🇷 #DiscoverPuertoRico www.discoverpuertorico.com 4. Language: en 5. Views: 6034120 6. Likes: 100 7. Comments: 1NarrativeDiscover 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.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/12-key-advertising-formats-or-techniques1. 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. 2. 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. 3. 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. 4. 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. 5. 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, Puerto Rico, Discover Puerto Rico, travel, tourism, 2024, Puerto Rico travel campaign, integrated campaign, TV digital social, Luis Gerard, Stephanie Segarra, local talent, adventure travel, El Yunque, Condado, Luquillo Beach, Old San Juan, La Factoria, Boricua culture, Puerto Rican food, music, dance, fashion, art, natural beauty, beaches, heritage, $9.8 billion tourism, trips, visitor spending, local communities, cultural experience, Puerto Rican diaspora, #LiveBoricua, #DiscoverPuertoRico, Puerto Rican spirit, island destination, narrative genre
Brand: Discover Puerto Rico
Country: Puerto Rico
Year: 2024





