Afar partnered with Discover Puerto Rico to bring the destination to life through a festive, consumer-facing holiday pop-up experience. Designed to immerse guests in the spirit of Puerto Rico, the activation invited guests to experience the island through multiple touch points including, a curated coquito-inspired hot chocolate, music, seasonal décor, and visual imagery that reflected the destination’s warmth and culture. The pop-up drew significant foot traffic, with a long line of attendees engaging throughout the day. Guests also had the opportunity to enter to win a trip to Puerto Rico, alongside destination-themed giveaways including branded YETI cups. The experience created a memorable, sensory introduction to Puerto Rico while driving excitement, engagement, and aspiration around travel to the destination.