Discover Puerto Rico

Turning an
island’s tragedy
into triumph

$480 million in local economic impact

What we did

After Hurricane Maria ravaged Puerto Rico in 2017, the Caribbean island needed to bring prosperity and tourism back to its economy. R&R picked up the Discover Puerto Rico campaign after another company handled its initial launch. We set out to establish a brand position that would not only communicate that the island was open for business, but to give it its own distinct identity to attract more visitors.

The Work

We set Puerto Rico apart from the other Caribbean islands by celebrating its exotic, yet familiar, essence that can be visited via direct flight without a passport. It was important to establish Puerto Rico as a destination that was more than just Old San Juan and beautiful beaches. We needed to drive home that the island’s nirvana has a vibrant culture that is unapologetically its own through strategic storytelling and engaging imagery.

The Discover Puerto Rico campaign as a whole has effectively set the Caribbean paradise apart from its counterparts and has encouraged tourism to return to the island, with a potential local economic impact of $480 million. Our top priority of conveying the brand message correctly garnered The New York Times to name Puerto Rico as the No. 1 place to visit in 2019.

Branding Development for Discover Puerto Rico

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Branding Collateral Mocks for Discover Puerto Rico

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Brand Book as part of Brand Development for Discover Puerto Rico

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The Results


in leads YOY


potential local economic impact


Place to Visit by The New York Times in 2019