Culture Is Central in Puerto Rico’s New Marketing Campaign

The video starts with a series of colorful doors — orange, pink, blue — opening onto idyllic beaches, sunflower fields, and cobblestone streets. These are the iconic doors of Old San Juan in Puerto Rico, and they serve as the entry point into Discover Puerto Rico’s newest marketing campaign, “Have We Met Yet?” Launched Wednesday across digital channels, the campaign paints the island as a vibrant and fundamentally welcoming place for travelers. Discover Puerto Rico kicked off as the island’s destination marketing organization in July, about nine months after Hurricane Maria devastated the region. The team spent much of last year emphasizing the progress of recovery, as the island rebuilt itself. But after hitting the one-year anniversary of the storm in September, the organization began to shift towards more optimistic messaging. “We wanted to pivot the narrative ar