Live Boricua Campaign
Discover Puerto Rico, alongside the local tourism industry, is proud to unveil Live Boricua, a new campaign that invites visitors to experience the destination the Boricua way. A movement born out of Puerto Rico—with insights, creative, and assets driven by Puerto Ricans—highlights the unmatched mindset and lively spirit of the Puerto Rican people.
Boricua [boh-ree-kwa] is a person from Puerto Rico by birth or descent. More than a name, Boricua is a state of mind and joy for life that is embodied by the Puerto Rican people and shared by all who visit.
Explore the Campaign
Why Live Boricua
As part of a long-term strategy to build and evolve the destination brand, Discover Puerto Rico sought to create a campaign that was uniquely and essentially Puerto Rico. Working with a creative agency to mockup several concepts, the DMO then tested the concepts with focus groups in various U.S. markets. The reaction to Live Boricua was overwhelmingly positive among potential travelers, as well as Puerto Rico residents and consumers of Puerto Rican descent.
The Live Boricua moments brought to life via the creative were directly inspired by local focus groups and tastemakers. Discover Puerto Rico also invited Island tourism and hospitality partners to a roundtable discussion where they were invited to share what Live Boricua means to them and what experiences they thought should be considered. The result is a campaign that reveals not only what but who Puerto Rico is — highlighting the people, places, and experiences that make Puerto Rico unlike any other destination.
To inform the creative process and campaign launch, Discover Puerto Rico conducted extensive research across the country, with 16 focus groups in seven mainland cities – both historical key markets and emerging markets – as well as San Juan. A total of 160 people participated, with 42 being Diaspora. Additionally, 300 Puerto Ricans were central to our creative process, as well as Puerto Rican tastemakers and representatives from the local tourism industry, all sharing their unique points of view.
Creative Team Behind Live Boricua
Via the making of the Live Boricua advertising spots, Island history was made with two females, Cinetrix Director Mariem Pérez Riera and Young Collective photographer Steph Segarra directing all visual components of an on-Island tourism brand campaign.
Jean Paul Polo
Director of Creative Strategy, Discover Puerto Rico
Jean-Paul was born and raised in Puerto Rico. A filmmaker at heart, he has dedicated his career to content creation and strategy. After seven wonderful and life-changing years at National Geographic, he is now part of Discover Puerto Rico, the Island’s destination marketing organization.
"The essence of Live Boricua means to live like us and promises a deeper and more meaningful experience for travelers," says Polo. "It was incredible to work with fellow Boricuas, from renowned director Mariem Pérez Riera and award-winning still photographer Steph Segarra, to my colleagues at Discover Puerto Rico and the local talent we cast. This is our moment to define what it means to experience our way of life and have it become part of the everyday vernacular outside of the Island."
Mariem Pérez Riera
Director
Born in Puerto Rico, Mariem Pérez Riera is an award-winning filmmaker whose debut documentary, "Cuando lo pequeño se hace grande," profiled the Puerto Ricans who fought against the U.S. Navy presence on the island of Vieques. In 2005, she founded her own production company, Maramara Films, and in 2007, she co-directed her first feature, the award-winning "Maldeamores," which was produced by actor Benicio del Toro. She has also produced and directed several other revered documentaries in Puerto Rico and served as editor on "Talento de Barrio" (2008), the blockbuster film from rapper Daddy Yankee. Her latest film, "Rita Moreno," "Just a Girl Who Decided to Go For It," premiered at the 2021 Sundance Film Festival.
Steph Segarra
Still Photographer
Steph Segarra is a photographer and filmmaker based in San Juan, Puerto Rico. Her past clients include Pepsi, Toyota, Red Bull Arts, Conde Nast, Pitchfork, Paper Magazine, Cerveza Resident, and Nylon Japan, among others. Her work has been featured by Refinery 29, Out Magazine, Cosmopolitan, Girl Gaze, Squarespace, Free People, High Snobiety, Live Fast Mag, and many more.
Locations Featured in the Campaign
Showcasing authentic experiences and places unique to Puerto Rico is a key component of the Live Boricua campaign. Explore some of the Island locations featured in the ads.
In Puerto Rico, music is life, with many hotspots like La Factoría in Old San Juan for dancing.
Venture to El Yunque, the only tropical rainforest in the U.S. National Forest System.
Paseo de la Princesa, a seaside promenade in Old San Juan where you can step back 500 years in time.
Yuquiyú Treehouses, an eco glamping retreat in the foothills of El Yunque National Forest.
Chef Mario Pagán in Condado serves delicious food, giving classically Puerto Rican dishes a fine-dining spin.
Callejón, Old San Juan, where cobblestone streets often lead to impromptu dance parties.
Cañón Blanco, a majestic canyon in the Central Mountains filled with ancient Taíno petroglyphs.
Savor the Island's traditional Puerto Rican food, known as comida criolla.
El Periquito Waterfall, where you can cool off from a day of adventure in pristine mountain waters.
Playa Negra, a rare black-sand beach located on the quaint tropical island of Vieques.
Lares, one of the dozens of small towns in Puerto Rico with charming stories waiting to be discovered.
Piñones, an area just east of San Juan that is famed for its seaside food kiosks and colorful local culture.
Playa Media Luna, one of Vieques' most picturesque white-sand beaches.
Enjoy the stunning sunrises of Balneario La Monserrate in Luquillo.
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Playa Negra (Black Sand Beach)
Location: Vieques
Region: Culebra & Vieques
Bask in the Caribbean sun on Playa Negra, a rare black sand beach located on the small island of Vieques where ink-black volcanic sand meets turquoise waters and dramatic cliffs.
Cañon Blanco
Location: Utuado
Region: Central Mountains
Explore ancient Taíno petroglyphs and take in sweeping views from the cool, fresh waters of Cañón Blanco, a majestic canyon nestled in the Central Mountains.
El Periquito Waterfall
Location: San Lorenzo
Region: East
For a refreshing and ethereal experience, take a hike to one of Puerto Rico's many hidden waterfalls, like El Periquito.
Playa Media Luna
Location: Vieques
Region: Culebra & Vieques
On the beautiful island of Vieques, Playa Media Luna is just one of the many Puerto Rico beaches famed for their white sand, crystalline water, and swaying palms.
Bringing the Boricua Spirit to the World
Boricua is a colloquial term for a person from Puerto Rico by birth or descent. But it is also…
- A way of life that embraces every moment with passion, exuberance, and joy.
- A state of mind that can’t help but be optimistic and find something or someone to celebrate.
- A rhythm that infuses itself into every moment.
- A melody that seems to play from every corner.
- A style of its own that is vibrant, colorful, proud, and bold.
- A flavor that fuses tradition, passion, and a story into every bite and sip.
- A history that is complex and rich, creating a thriving and diverse cultural tapestry across the Island.
- A spirit that must be experienced and felt to be understood, but connects universally.
Above all, it is unique to Puerto Rico.