Positioning Puerto Rico as a Premier Wellness Destination

Calm and Discover Puerto Rico partnered to position the island as a premier wellness destination by weaving its natural soundscapes and cultural narratives into Calm’s platform and beyond. Launched during Mental Health Awareness Month in May 2025, the fully integrated, multi-channel campaign blended mindfulness-first content with immersive destination storytelling across the Calm app, PR, social, influencer and earned media activations. Original meditations, ambient soundscapes, and a signature Sleep Story narrated by Lin-Manuel Miranda in both English and Spanish drove meaningful engagement and increased brand consideration for Puerto Rico.

Multi-channel Co-marketing

Owned-channel amplification: Calm shared custom content across its social channels, including Instagram (4M+ followers) and lifecycle emails to reach its broad community.

IRL Activations: The partnership kicked off with a high-impact press event in New York City that generated strong early buzz and media interest.

Joint press release: A co-branded announcement was distributed via major outlets including Forbes, PR Newswire, and CNET, extending reach across consumer and industry media.

“Collaborating with Calm enabled Discover Puerto Rico to authentically showcase the Island’s wellness experiences and natural beauty to a global audience. The partnership fostered meaningful cultural connections, leveraged local partners and an impactful celebrity voice, and opened new opportunities to position Puerto Rico as a premier destination for wellness travel. Calm’s team brought creativity and collaboration at every stage, helping us bring our vision to life.”