• by Teresa Buyikian , 2 hours ago

On the heels of Bad Bunny’s epic Super Bowl performance last month, his birthplace is spotlighted in a new campaign from Discover Puerto Rico.

The tourism authority has launched “Awaken Your Senses,” a global advertising effort that highlights the island’s welcoming culture.

The campaign was Inspired by research that found a growing demand for “sensory-driven travel experiences.” The resulting video and social campaign focuses on how travelers experience Puerto Rico through “rhythm, flavor, landscapes and human connection.”

“This campaign is about how travel should make you feel,” said Storm Tussey, CMO at Discover Puerto Rico, in a release. “Travelers are no longer asking where to go, but why they should go at all. They're searching for belonging, connection and meaning, which Puerto Rico naturally offers through its landscapes, music, food, culture and community.”

The new campaign is an extension of the tourism association’s ongoing “Live Boricua” creative platform, which takes the nickname given to Puerto Rican natives (Boricua) and frames it more as a state of mind anyone can embody when visiting the island.

A series of short social :15 and :30 video executions, such as seen here, illustrate the wide variety of experiences travelers encounter when they visit the island, such as jungle hikes, biking, diving and nightlife, among many others”

The creative focuses on Puerto Rico’s artisans, musicians, culinary traditions and local communities, encouraging travelers to connect with the people behind the island’s culture, supporting local craftspeople and small businesses.

The campaign runs online globally and marks the first phase of a “three-year marketing evolution designed to strengthen Puerto Rico's global tourism presence while increasing the economic impact of travel across local communities,” according to Discover Puerto Rico.