I Heart PR Tours guidelines
Voice and messaging
Principles for writing in the brand voice.
Governing principle
Share the Puerto Rico we love with thoughtful guidance, local knowledge, and room to experience each place.
Voice qualities
Qualities
- warm
- locally informed
- thoughtful
- adventurous
Lead with
- the place and experience
- local perspective and story
- the practical detail that helps guests feel ready
Avoid
- generic tourism hype
- unsupported guarantees
- institutional jargon
- false urgency
Personality
Warm
Invites guests into the Puerto Rico we love
Avoid: Generic enthusiasmLocally informed
Brings history, culture, and local perspective to life
Avoid: Unsupported claimsThoughtful
Plans well while leaving room to enjoy the place
Avoid: Artificial urgencyI Heart PR Tours is an independent third-party brand. I Heart PR Tours owns its trademarks and is responsible for its tours, services, and applicable terms.