Discover Puerto Rico unveiled their latest brand campaign: ‘Live Boricua.’ Discover Puerto Rico is the Destination Marketing Organization (DMO) of the island, and is launching their campaign along with others in the Puerto Rican tourism industry.

“A movement born out of Puerto Rico—with insights, creative, and assets from and driven by Puerto Ricans—highlights how to enjoy things the Boricua way, which means a person of Puerto Rican descent,” said the DMO. “‘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.”

The campaign was created with Puerto Rican influencers and other local tastemakers, who will all be supporting the campaign. For more on the campaign and ‘Live Boricua’ anthem video, visit the Discover Puerto Rico website here.

“To Live Boricua is an experience like no other, and research has shown us that once a traveler gets a taste of it, they understand what truly makes Puerto Rico special and they crave more,” said Leah Chandler, chief marketing officer of Discover Puerto Rico. “Every detail of the brand campaign was intentionally and thoughtfully created by Puerto Ricans, who expressed a sense of pride in seeing the creative articulation of the destination’s offerings celebrated as a way of life.”

There will also be a merchandise line for ‘Live Boricua,’ which will be introduced later this year.

“The essence of Live Boricua means to ‘live like us,’ and promises a deeper and more meaningful experience for travelers,” said Jean Paul Polo, director of creative strategy for Discover Puerto Rico. “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 as 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.”