Puerto Rico, an incorporated territory of the U.S. with self governing status belonging to the Greater Antilles, the "Isla del Encanto", the Island of the Enchantement as it is nicknamed for its rich culture, pristine beaches, majestic mountains, waterfalls, stunning landscapes, a tropical climate warm as its people, through PRTC, the Puerto Rico Tourism Company, a public corporation established in 1970 focused on stimulating, promoting, and regulating the development of Puerto Rico's tourism industry, announced the launch of a new, innovative cultural campaign aimed at international tourists under the name "The Sounds of Puerto Rico".
The campaign, whose official launch will be on 28th July aims at connecting international visitors with the Caribbean island's heritage through music and immersive audio experiences.
The initiative seeks to highlight the sound and visual identity of the country through phases and the main focus is to connect the visitor with the Puerto Rican culture through musical and landscape elements, a combination designed to showcase the pure essence of the "Isla del Encanto".
"The Sounds of Puerto Rico" campaign will feature a blend of traditional music and ambient sounds from Puerto Rico's natural landscapes. Sound installations and signage will be placed in spaces of high tourist traffic, such as in airports, urban train stations, cultural centres, transit hubs and other key public areas to provide visitors with an immediate sense of place.
As part of the pre-launch, on Friday signage was implemented at the Hato Rey Urban Train station, at the Coliseo de Puerto Rico and a cultural activation in the square of the Coliseum from 6:30 p.m., with live music by Plenealo and cultural exhibitions, offering a preview of the campaign's broader rollout in August and September.
The Executive Director of the PRTC, Willianette Robles in written statements stated that the company has been developing for the past few months the new initiative "The Sounds of Puerto Rico", which will serve as a letter of introduction for visitors from abroad and will allow them to connect to Puerto Rican cultural from their arrival at main airport.
The campaign that will have several executions will include the sounds of local music represented by artists of various genres and those of Puerto Rico landscapes, which speak for themselves of the beauty of the island.
Tourism officials said the campaign coincides with an expected increase in visitor arrivals during the late summer months.
Music in Puerto Rico is a pillar of the local culture which has evolved as a heterogenous and dynamic product of diverse cultural resources, a vibrant mix of indigenous Taínos, Spanish and African influences, resulting nowadays in a diverse range of musical genres.
From traditional forms like bomba, jibaro, plena, seis and danza to the globally recognized salsa and reggaeton, Puerto Rican music reflects the island's rich history and cultural identity.
A blend of instruments, sounds and cultures are the essence of Puerto Rico's spirit which has a long history of using music as a form of storytelling.
In both Bomba and Plena, you can hear songs about celebrations, daily life, resistance, struggle and joy. No matter the style, it is music that brings together the soul of the Puerto Rican people and their cultural pride for their beloved island, and "The Sound of Puerto Rico" is undoubtedly ready to showcase all that and more.
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Thanks a lot to read and note.