This is a print campaign that completely mystifies me. (This by the way is just one of many posters, most without the Expo sell at the bottom.) Surpringly it's for Puerto Rico which has done excellent campaigns in the past. This one, however, seems off-center. As you can see the slogan is "Discover Why Puerto Rico Does it Better." Shouldn't the line be "Discover How Puerto Rico Does it Better"? How can you discover a why? That suggests a motive and unless some hotel maid of beach boy is willing to reveal the secret, I don't see how you can find out on your own. The only possible why is to keep you coming back, which is true of any resort island. No great secret there. Shouldn't they be promoting how they do it better? I don't see any logic in this campaign. If you do, please tell me what it is.
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