InvestPR earns global awards, unveils 2nd phase of campaign
Invest Puerto Rico, the island’s business attraction organization, received three honors at the International Economic Development Council’s 2025 Excellence in Economic Development Awards, adding to distinctions earned in 2022 and 2023.
The nonprofit won gold in Multimedia Promotion for its flagship ad “It’s not what’s next, it’s where,” silver in Paid Advertising for its global campaign under the same slogan and gold in Special Purpose Website for its innovation microsite.
“These awards validate our commitment to a narrative that captures attention and mobilizes real investment interest toward the island,” said Ella Woger-Nieves, chief executive officer of Invest Puerto Rico.
Since 2022, the InvestPR has earned eight IEDC awards. Building on that track record, it is launching the second phase of its “It’s not what’s next, it’s where” campaign. This phase will focus on advanced manufacturing, logistics and specialized talent, with expanded placements on connected television to reach global audiences.
“Robust and continuous promotion is essential to elevate Puerto Rico’s brand as a competitive business destination,” said Nicole Vilalte, the organization’s chief marketing officer. “This campaign is strategically designed to build awareness, improve perceptions and highlight our differentiating assets on a large scale.”
The first phase generated 103.4 million impressions, lifted familiarity with Puerto Rico by 13%, improved perceptions of its “strategic geographic location” by 7.8% and increased by 8% the number of professionals considering the island for their companies, Invest Puerto Rico said. The effort also drove 2.9 million visits to the campaign website.
