Invest Puerto Rico strengthens the island as a global investment destination with a new brand, website, and “Game-Changers, Welcome Home” campaign
SAN JUAN, PUERTO RICO – Invest Puerto Rico (InvestPR), the island’s economic development organization, announced the launch of a new brand, a redesigned website and the new “Game-Changers, Welcome Home” campaign, an effort that elevates the island as a business destination. The initiatives are part of InvestPR’s promotion plan, whose strategy seeks to create new companies, attract more capital investment, and create new job opportunities in Puerto Rico.
“Game-Changers, Welcome Home” targets business leaders and innovative investors interested in expanding or relocating operations, and who are betting on emerging markets to develop their businesses with new opportunities. Created in collaboration with the local headquarters of the multinational advertising agency Wunderman Thompson, the campaign reaffirms Puerto Rico as an investment hub and leverages an aggressive strategy in national media.
This includes media placement in top news outlets such as The Wall Street Journal, The New York Times, Bloomberg, The Economist, among others; outdoor advertising in cities and airports in strategic markets like New York, Boston, San Francisco, Silicon Valley and more; specialized content in key sectors, as well as digital executions. The media investment is $4.7 million from an allocation of funds under the Department of Housing’s CDBG-DR program dedicated to advancing economic development efforts.
“At Invest Puerto Rico we are taking advantage of a unique moment in history where recent world events have leveled the rules of the game. We have refined the island’s value proposition based on the sectors in which we are most competitive, and with this, we have developed a strategy and message to position Puerto Rico’s assets appealing to today’s market. Together, the new InvestPR brand, website and marketing campaign are an important and bold step to communicate the opportunities on the island and fulfill our mission of bringing more and better jobs to the island, fostering sustainable development,” said Nicole Vilalte, Chief Marketing Officer at InvestPR.
These efforts are the result of a long period of research and analysis alongside interest groups such as government and professional organizations. Through this collaborative process, InvestPR obtained the data to identify the island’s competitive advantages and build the messages for marketing Puerto Rico as an investment destination. With defined brand and value propositions validated during this process, InvestPR launches this initiative to generate knowledge and highlight Puerto Rico in markets abroad.
For his part, Rodrick Miller, Chief Executive Officer of InvestPR, commented, “For decades Puerto Rico has been an attractive place for big business. In recent years the island has experienced transformative events that have led to an unprecedented reconstruction process. This new campaign highlights our world-class human capital, a mature and collaborative business community, assets in developing technology such as 5G networks, and the influx of billions of dollars of federal investment that have fueled a new and forward-looking infrastructure. This sets the perfect environment for innovators on and off the island to bring their ideas to life.”
In addition, the website, investpr.org was redesigned to transform it into a key tool that not only provides information, but also features various functionalities that support investors with access to important business sources, business sector profiles, among others, supported by a user experience that is easy to navigate. This is a vital tool for businesses in Puerto Rico, which will be useful for other entities interested in attracting business to the island.
Manuel Cidre, Secretary of the Puerto Rico Department of Economic Development and Commerce (DDEC) and President of the InvestPR Board, stressed that “Puerto Rico is a place of opportunities and home to talented and committed people. Today more than ever, the island is better equipped to position itself as a world-class jurisdiction for doing business. DDEC and InvestPR are the ideal combination to achieve this aspiration. Through this alliance we ensure that we retain and attract global operations and transform the local industry into a global one.“
“Our island is the cradle of a new breed of creators and entrepreneurs that are making their mark around the world. Invest Puerto Rico is tasked with attracting this growing ecosystem, investment and new businesses that contribute to the creation of sustainable economic development,” said Vilalte.