Lin-Manuel Miranda brings star power to NYC-Puerto Rico tourism partnership

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"Nothing is better for your soul than to go visit Puerto Rico." Lin-Manuel Miranda said.
"Nothing is better for your soul than to go visit Puerto Rico." Lin-Manuel Miranda said. Photo Credit: Johanna Jainchill

NEW YORK -- New York City and Puerto Rico launched a partnership to boost tourism between the two destinations. 

Destination marketing organizations NYC & Company and Discover Puerto Rico signed a one-year alliance Tuesday at Manhattan's El Museo del Barrio at an event hosted by "Hamilton" creator Lin-Manuel Miranda, a New York-born Puerto Rican.  

"I'm here to tell you Puerto Rico is waiting for you," Miranda said. "It's waiting for you to visit, to reestablish that connection ... They need your money, they need your visit, they need your support. They need as many voices as possible. And nothing is better for your soul than to go visit Puerto Rico." 

He added that going to the island is "more important now than ever. I'm thrilled with this campaign." 

The agreement stipulates that the two locales exchange marketing assets to boost reciprocal travel, share best practices in tourism marketing, and continue to support Puerto Rico's recovery from the destruction of Hurricane Maria. Marketing examples this fall and winter include billboards in San Juan promoting New York City and advertising on bus stop shelters and Link NYC screens across New York's five boroughs. 

Manuel joked that his personal Discover Puerto Rico campaign was called, "You're spending a month in Puerto Rico with your grandparents." He called those summers spent in a small town on the island "the highlight of our year as kids." 

"The gift it's given me that reverberates through the rest of my life is incalculable ... to understand the food, the culture and what it sounds like when coquis fill up the night sky."

Discover Puerto Rico CEO Brad Dean said the partnership was "unprecedented" in terms of how closely the two DMOs are working together. He said it will "help take our strategic tourism efforts to the next level." 

"This comes at an important time to lift prosperity on the island and accelerate its economic recovery," Dean said. 

NYC & Company vice chairman and senior vice president of the Shubert Organization Charles Flateman called the first "city-to-island partnership" a nod to the "long and special affinity between these two destinations."

"We want all New Yorkers to know Puerto Rico is open for business and ready to welcome us all," he said.

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