The Ask
Create a first-to-market storytelling approach that introduces Puerto Rico to new audiences, differentiates the destination, and connects travelers to the deep cultural impact behind the brand’s campaign, what it means to “Live Boricua.”
The Solution
Puerto Rico has a rich musical history, which is one of the best ways to explore the most essential aspects of Puerto Rican identity. For the first time ever, Afar podcast host Aislyn Greene traveled to Puerto Rico to “unpack” the island’s music culture, connecting with local experts and immersing herself in the different rhythms and genres—from salsa and bomba to plena and reggaeton.
From this experience, Afar created an entirely new podcast episode of Unpacked by Afar that quickly became our most downloaded of the year. Anchored in the episode release, Discover Puerto Rico took over the Afar Audio Network for one month with exclusive branded pre- and mid-roll spots, as well as a custom segment dedicated to educating travelers about the spirit of Boricua.
