Puerto Rico's Artisans Come to Life in New Tourism Campaign
Skift Take
Puerto Rico’s geography helps drive visitor growth more than any tourism campaign. But its latest campaign still does a good job of promoting the island's culture.
Puerto Rico has seen tourism boom coming out of the pandemic, and the island's authorities believe it's poised for another surge in visitor numbers — thanks to a new marketing campaign showcasing its culture.
Discover Puerto Rico, the island's destination marketing organization, recently launched the second part of its Live Boricua campaign, which includes videos featuring local artisans and designers. They create products in Puerto Rico Sunshine, a color the organization developed with consulting service Pantone Color Institute.
The new marketing effort is a shift from the fi
