How Discover Puerto Rico tackled a complex political climate

Discover Puerto Rico, the island’s official tourism body, faced a complex marketing environment in dealing with the aftermath of Hurricane Maria and the subsequent political controversy related to the recovery effort.

In August 2018, digital properties run by CNN, CBS News and Microsoft’s MSN platform carried a news story that visibly demonstrated how Puerto Rico was bouncing back from the devastation of Hurricane Maria.

The natural disaster hit the island in September 2017. And one of the most impactful images that emerged after this tragic event came from Humacao, part of Punta Santiago, a town on the island’s southeastern coast. In the immediate aftermath of