The celebration of the piña colada’s 70th anniversary earns Best Experiential Marketing Campaign recognition.
Discover Puerto Rico’s “Flavors of the Island” campaign, created to celebrate the 70th anniversary of Puerto Rico’s iconic piña colada in partnership with Van Leeuwen Ice Cream, was awarded Best Experiential Marketing Campaign at the 2025 edition of the eTourism eTSY Awards.
These awards honor destination marketing campaigns that are redefining what’s possible in tourism promotion, highlighting innovation, creativity, and strategic effectiveness.
Discover Puerto Rico competed with high-profile campaigns such as Elevating Albuquerque’s Culinary Scene Through Immersive Dining by Visit Albuquerque; Travel Nevada Raiders Activation by Travel Nevada in collaboration with Noble Studios; and Elevating Navarre Beach at the Atlanta Dogwood Festival by Santa Rosa County (Florida) and Paradise Advertising.
“This award recognizes the creativity and collaborative power behind a campaign that not only celebrates our culture, but also connects Puerto Rico with global audiences in a sensory, unexpected, and memorable way,” said Glorianna Yamín, Vice President of Marketing at Discover Puerto Rico.
Organized by Informa Connect, the eTourism Summit is one of the most influential events in the digital tourism space. Held annually in Las Vegas, the event gathers destination marketers, tourism promotion agencies, and tech providers to discuss trends, emerging tools, and success stories across the industry.
In 2024, Discover Puerto Rico joined forces with Van Leeuwen Ice Cream, acclaimed Puerto Rican mixologist Roberto Berdecía, and Don Q Rum to launch a special-edition piña colada ice cream—refreshing, flavorful, and exclusive. The product was packaged in a vibrant design created by local artist Cristina Muñoz Laboy.
On National Piña Colada Day, a custom-wrapped Van Leeuwen ice cream truck toured Manhattan, stopping at Bryant Park, Union Square, and SoHo, as well as at 787 Coffee, serving more than 2,000 free samples of the Puerto Rico-inspired flavor. Simultaneously, the Discover Puerto Rico team promoted the Island as the ideal destination for authentic and memorable experiences.
Pints of the ice cream were also available at most Van Leeuwen stores in New York, bringing a taste of Puerto Rico to thousands of consumers.
The campaign paid tribute to the piña colada’s origin as a refreshing symbol of Puerto Rican identity. Seventy years later, its legacy continues to delight palates while positioning Puerto Rico as a top destination for creativity, flavor, and culture.
