The "Esto es PR, Esto es PRiceless" campaign by PlateaPR and Mastercard was recognized with a Bronze award at the ceremony held May 14 at the Centro de Convenciones de Puerto Rico.
The campaign "Esto es PR, Esto es PRiceless," produced by PlateaPR and Mastercard, won a Bronze award in the Influencer Marketing category at the SME Digital Awards 2026. The recognition was presented May 14 during the SME Digital & Innovation Forum at the Centro de Convenciones de Puerto Rico.
The Digital Awards of the Asociación de Ejecutivos de Ventas y Mercadeo de Puerto Rico (SME) recognize the work of brands and agencies shaping the digital landscape in Puerto Rico and the region. The Influencer Marketing category had nine finalists this year, including campaigns from JetBlue, Colgate, Popeyes, Doordash, McDonald's and T-Mobile.
The context
"Esto es PR, Esto es PRiceless" was the first localized Priceless campaign Mastercard launched in Puerto Rico. It ran from July through December 2025, at a moment when the cultural conversation on the Island was centered on Bad Bunny's residency and many brands were looking to enter that conversation.
The idea
The campaign started from "Esto es PR," the colloquial phrase that in Puerto Rico functions as a certification of cultural authenticity. The connection to Mastercard's global language was direct: "Esto es PR" had always been "Esto es PRiceless."
PlateaPR served as a bridge between the brand and the local conversation. The strategy was built around the PRiceless Experiences, which included dining benefits at restaurants and chinchorros (casual roadside food and drink spots) in Old San Juan, Santurce and Miramar; activations at La Placita de Santurce, Lote 23, Trocadero and Río Piedras; free transportation through the Circuito Mastercard and discounts with Skootel; and cultural experiences such as mixology classes at La Factoría and bomba and plena workshops.
The creators
Seven Puerto Rican creators were part of the campaign, selected for representing different dimensions of Puerto Rican identity: Alexandra Fuentes (community), Tatyana Trujillo (self-discovery), Giovanna Huyke (gastronomy), Sofía Jirau (family pride), Alanis Colina (everyday Puerto Rican life), Roadtripeando (nature) and Mochileando (cultural travel).
Each creator produced content in their own voice, without rigid scripts. The creators' storytelling became the main amplification engine of the campaign.
The results
The PRiceless Experiences drew more than 23,000 unique participants during the campaign period. The dining route recorded an 8% increase in sales at selected restaurants, and the retail initiatives generated 52% growth in businesses registered with Mastercard. The Circuito Mastercard and Skootel provided free transportation between nightlife areas throughout the campaign.
PlateaPR keeps growing
Separately, in one year PlateaPR tripled its reach, from 3.5% to 10.6% in the Lifestyle and Entertainment digital media category, according to the SME Puerto Rico trends study.
The results reflect PlateaPR's evolution as the digital plaza where Puerto Ricans stay informed and look at the Island's future with optimism.
This content was translated with the assistance of Artificial Intelligence (AI).
