InvestPR launches ‘It’s not what’s next, it’s where’ campaign
Invest Puerto Rico has launched a marketing campaign titled “It’s not what’s next, it’s where,” which the organization for business attraction said aims “to transform perceptions and generate greater interest and excitement about Puerto Rico as the ideal destination for business leaders and innovators from around the globe.”
InvestPR aims to change perceptions of Puerto Rico, positioning it as an attractive investment destination and hub for innovation. The campaign supports the island’s efforts to attract businesses, stimulate economic development and create job opportunities.
The organization said that over the past five years, it has contributed to the island’s economic development through commitments exceeding $1 billion in capital investments, the creation of 20,000 jobs, and the establishment of almost 2,500 new businesses.
The campaign highlights Puerto Rico’s “compelling value proposition, including its constantly evolving infrastructure, highly skilled and bilingual talent pool, and the operational security, stability and protections afforded by being part of the United States, all nestled in the heart of a beautiful island in the Caribbean,” the organization added.
The initiative focuses on key local economic sectors such as bioscience, aerospace, technology and energy.
For the campaign, InvestPR collaborated with U.S.-based creative agency PIRO and local production company Latitud18, using local talent and shooting on location with the support of local partners including Lufthansa Technique, CytoImmune Therapeutics, Piloto 151, Foundation for Puerto Rico, and Hub787.
“This campaign transcends beyond a marketing initiative; it’s a call for all of us to stand as ambassadors of our island’s potential,” InvestPR CEO Ella Woger-Nieves stated. “Puerto Rico isn’t just a place but a promise of innovation, collaboration and economic growth.”
“By rallying behind this message, we unite in our mission to showcase the island as a premier destination for business. Together, as collaborators to our economy, we’re embracing our role in steering Puerto Rico towards a future brimming with opportunity and prosperity for all,” she added.
The campaign targets audiences in the U.S., Canada, Europe and Central Asia, combining video content, digital advertising, a dedicated microsite, social media, email marketing, and advertising in global cities and leading publications such as the New York Times, Wall Street Journal, Fast Company, INC, and Insider.
“This campaign casts a spotlight on Puerto Rico as fertile ground for innovation and business excellence. This work is essential in reshaping perceptions and highlighting the island’s unique strengths,” emphasized Nicole Vilalte, chief marketing officer at InvestPR. “It’s a powerful reminder that Puerto Rico stands as a beacon for visionaries who dare to ask ‘where’ and make Puerto Rico the answer to catapult their business to the next level.”
Governor Pedro Pierluisi highlighted Invest Puerto Rico’s role, saying the organization “has been an important pillar of our economic progress, enhancing our attributes as a highly competitive jurisdiction for innovation and investment in growth areas such as biosciences, energy, aerospace and technology. Consistent with our strategic framework PRopósito, Puerto Rico has positioned itself as a leader in these industries.”
Manuel Cidre, secretary of Puerto Rico’s Department of Economic Development and Commerce (DDEC, in Spanish), noted that the organization “is a great ally of the DDEC, and through this new campaign, the enormous business potential that the island has will be shown, especially in technology, aerospace, bioscience, energy, among others, which are an important driving force for our economic development.”
“This effort will help us attract new investors who will take advantage of the benefits we offer, with the help of a skilled and specialized workforce that puts us on the map when competing with other markets,” Cidre added.
