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Puerto Rico’s destination management organization, Discover Puerto Rico, is continuously working on ways to help its travel advisor partners sell the experience that is to “Live Boricua,” and they’ve just released their latest effort—a detailed toolkit to help you navigate promoting the island in all its facets.

“Boricua” is what Puerto Ricans call themselves, and to “Live Boricua” is to immerse yourself in their island world and the multitude of experiences available to visitors—but living them like a local. To help you help your clients see and feel what a Puerto Rican getaway can mean for them, this toolkit guides you through incorporating “Live Boricua” into your social media, communications and marketing efforts. The kit includes a campaign overview, assets, messaging, a slew of sample social media posts and more.

The Live Boricua Experience

While there are many islands in the Caribbean, there is only one Puerto Rico, and understanding the experiences is what will help you sell it to your clients looking for a different kind of getaway.

This toolkit will help your marketing go from showing a generic palm tree on a generic beach that can be anywhere in the world to showcasing a couple hiking through the only tropical rainforest in the U.S. National Forest System or selling a Christmas holiday by the traditional roaring fireplace to diving into the unique traditions of an island with the most extended holiday season in the world and the food that goes along with it.

According to Discover Puerto Rico, 71 percent of consumers would research Puerto Rico after seeing an ad with the name “Boricua,” and this toolkit shows you what you need to know to make your marketing materials pop—including those oh-so-important social media posts. With clients increasingly searching for immersive experiences that connect them with the local people and the culture, incorporating these tantalizing tidbits and images can be a big boon to your bottom line.

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