San Juan, Puerto Rico took a new approach to cross promotion this summer. In collaboration with Neutrogena one of the island’s leading radio stations La X, launched a radio station at the beach that can only be heard underwater.

The aim of the project was to show that Neutrogena sunscreen stays put and protects people in and out of the water but it was also a great chance for La X to be heard in a new way.

The station was launched in one of the most popular beaches with a group of promoters giving away free product samplers rounding up the experience.

The content mixed music with brand message and education. A great promotional idea for aussie stations to adopt with summer just around the corner!

Watch the video of the launch below.