The Momentum campaign leverages the international attention surrounding the Super Bowl to reinforce Puerto Rico’s track record as a world-class destination for investment 

San Juan, Puerto Rico — Amid unprecedented international attention on Puerto Rico, Invest Puerto Rico (InvestPR), the organization responsible for attracting new business to the Island, announced the launch of its marketing campaign Momentum, which will debut during Super Bowl weekend to reinforce Puerto Rico’s image as a competitive, reliable, and proven place to do business and innovate. 

With an investment of approximately $350,000, the campaign builds on Puerto Rico’s global cultural recognition to expand the conversation and reinforce that, in addition to being a cultural reference point, the Island has long been a world-class business destination. Momentum recognizes culture as one of Puerto Rico’s key differentiators and uses it as context to position the Island’s economic and business capabilities. 

InvestPR Chief Executive Officer Ella Woger-Nieves explained that the campaign focuses on key sectors such as advanced manufacturing, biosciences, technology, logistics, and specialized services, industries that have operated in Puerto Rico for decades and have expanded steadily. 

“Puerto Rico did not arrive at this moment by chance. It built toward it over many years,” said Woger-Nieves. “Momentum is a strategic effort to reinforce, responsibly and transparently, that the Island’s economic momentum is neither recent nor circumstantial, but the result of decades of continuous execution and proven capabilities. This is a narrative that is essential to strengthening long-term economic development.” 

The campaign features images and scenes of the economic activity that takes place daily across Puerto Rico, highlighting the Island’s highly skilled talent and real work environments, including manufacturing facilities, laboratories, innovation centers, and logistics operations. The audiovisual content emphasizes process, precision, and scale, reflecting the discipline and rigor that characterize operations on the Island. 

Sebastián Negrón Reichard, Secretary of the Department of Economic Development and Commerce (DDEC) and Chairman of the Board of Directors of InvestPR, noted that “at a time when many companies are evaluating reshoring and operational relocation strategies, initiatives like Momentum help communicate, in a strategic way, the real capabilities Puerto Rico has built to attract and sustain high-value operations.” 

Nicole Vilalte, InvestPR’s Chief Marketing Officer, explained that Momentum will be executed across three levels: broad presence on digital and video platforms during Super Bowl weekend; placements on Connected TV to elevate the perception of the message; and distribution on professional platforms such as LinkedIn, targeting executives and decision-makers involved in investment and business expansion. 

The campaign will launch during Super Bowl weekend and remain active through mid-March, ensuring continuity and depth of message. 

“The world already recognizes Puerto Rico for its cultural strength,” Vilalte added. “This campaign builds on that pride to expand the conversation and make clear that, in addition to being a tourism and cultural destination, Puerto Rico is a serious and sophisticated business destination. We are culture, and we are business—and that combination is a real competitive advantage unique to the Island.”