Postcards from Puerto Rico
To give audiences an idea of just how varied Puerto Rico’s landscapes are, National Geographic photographer Michael George embarked on a road trip around the Island. While doing so, he kept a diary written as if to friends back home, telling of the warm hospitality of locals and recommending travelers follow in his footsteps.
Photograph by Michael George
Please be respectful of copyright. Unauthorized use is prohibited.
The brief
The tourism industry in Puerto Rico has faced extraordinary challenges in recent years - from hurricanes and tropical storms to earthquakes and, most recently, a global pandemic. Yet, through it all, the courage and hopeful optimism of the people of the Island have been on full display for the world to see.
In spite of difficult circumstances, Puerto Rico has become a shining example of strength and recovery in tourism - a message to be communicated across international markets that the destination remains one of the world’s ‘lesser-known’ and unique places to visit.
At the heart of this mission is the Island’s unique community spirit. It’s Puerto Rico’s people that make it such a welcoming, desirable and diverse destination, so community-led initiatives are key.
Aside from its fantastic sun, sea and sand offerings, Discover Puerto Rico wanted to showcase what the Island presents beyond its beaches: culture, heritage and adventure, as well as a fast-growing culinary scene. It’s the multifaceted nature of the Island that sets it aside from neighboring Caribbean islands, reaching an international audience that fits the “conscientious traveler” demographic.
In spite of difficult circumstances, Puerto Rico has become a shining example of strength and recovery in tourism - a message to be communicated across international markets that the destination remains one of the world’s ‘lesser-known’ and unique places to visit.
At the heart of this mission is the Island’s unique community spirit. It’s Puerto Rico’s people that make it such a welcoming, desirable and diverse destination, so community-led initiatives are key.
Aside from its fantastic sun, sea and sand offerings, Discover Puerto Rico wanted to showcase what the Island presents beyond its beaches: culture, heritage and adventure, as well as a fast-growing culinary scene. It’s the multifaceted nature of the Island that sets it aside from neighboring Caribbean islands, reaching an international audience that fits the “conscientious traveler” demographic.
Photograph by Micheal George
Please be respectful of copyright. Unauthorized use is prohibited.
Solution
National Geographic photographer Michael George headed into Puerto Rico, lens and laptop in hand, ready to be guided deeper into the destination on the recommendations of locals.
Using incredible photography, ambient ‘in the moment’ clips, and drone footage, Michael created a diary of his road trip, showcasing that untold adventure awaits once you move inland from the beaches.
Custom content from a summer shoot captured stories showcasing the diversity of experiences, from natural landscapes to community-led initiatives and cultural experience with the people who call the Island home.
Assets included a photo diary, a rich, journal-style article, and passport gallery showcasing intimate local experiences. Boosting this content was an accompanying Instagram story on the @natgeotravel account, and Instagram Reel, plus Instagram and Facebook posts.
All content is hosted on a new campaign hub on National Geographic with a second phase of the campaign to launch in September 2023, with promotion of existing content, display and Puerto Rico video assets.
Using incredible photography, ambient ‘in the moment’ clips, and drone footage, Michael created a diary of his road trip, showcasing that untold adventure awaits once you move inland from the beaches.
Custom content from a summer shoot captured stories showcasing the diversity of experiences, from natural landscapes to community-led initiatives and cultural experience with the people who call the Island home.
Assets included a photo diary, a rich, journal-style article, and passport gallery showcasing intimate local experiences. Boosting this content was an accompanying Instagram story on the @natgeotravel account, and Instagram Reel, plus Instagram and Facebook posts.
All content is hosted on a new campaign hub on National Geographic with a second phase of the campaign to launch in September 2023, with promotion of existing content, display and Puerto Rico video assets.
Photograph by Micheal George
Please be respectful of copyright. Unauthorized use is prohibited.
Explore more
Photograph by Michael George
Please be respectful of copyright. Unauthorized use is prohibited.
Get in touch
Interested in working with National Geographic? Please reach out to Nitu Kamboj at Nitu.Kamboj@natgeo.com.
Photograph by Micheal George