Puerto Rico, USA Makes Quality Promise to the World: PUERTO RICO DOES IT BETTER!

SAN JUAN, Puerto Rico, Nov. 30, 2010 /PRNewswire-USNewswire/ -- The Government of Puerto Rico today unveiled a promise to the world encapsulated in the bold declaration: "PUERTO RICO DOES IT BETTER!"  

During a simultaneous launch in San Juan and Manhattan, Puerto Rico Governor Luis G. Fortuño, Secretary of State Kenneth McClintock, Secretary of Economic Development and Commerce José Pérez-Riera and Puerto Rico Tourism Company Executive Director Mario González-Lafuente officially kicked off the island's new marketing communications plan to national and international media, as well as key constituencies.  

"Through PUERTO RICO DOES IT BETTER! we are telling the world that  "Puerto Rico = Quality," said Governor Fortuño in San Juan, while Secretary of State McClintock, Pérez-Riera and González-Lafuente gathered at the NASDAQ building in Times Square, where the island's new outdoor media  display debuted on the NASDAQ wall, the largest stationary video screen in the world.  The display is part of a multi-year marketing communications effort by the entire Government of Puerto Rico that will be deployed in both traditional and new media.  

Billing himself as "Puerto Rico's Salesman in Chief," the Governor of the United States' largest territory is moving aggressively to position the island as what he called "a unique destination offering exceptional quality to all." "What we're conveying is that Puerto Rico, USA's offerings are world-class, be it for investors, developers, or visitors of any kind," said Governor Fortuño.

"Puerto Rico, USA is where the United States actually becomes a Caribbean nation," said the island's Secretary of State, Kenneth McClintock. "Puerto Rico's quality proposition is a comprehensive one, encompassing our people; our products, our services, our ecosystem and our lifestyle," he added.  "We're here today to proudly take this message to the world."

Fortuño said he and his administration are embarking on a national and international drive to trumpet Puerto Rico's numerous stellar characteristics. "In essence, as Secretary McClintock has pointed out, our value proposition focuses on the quality of our people; the quality of our products and services; and the quality of the lifestyle found in Puerto Rico," said Fortuño. "Above all today, we want to showcase to the world the unique spirit of the people of Puerto Rico. We have a strong work ethic, deeply held family values and a contagious passion for life. If you ask representatives of multinational companies operating in Puerto Rico for the number one reason they chose to invest, it is our people."

On the island, Governor Fortuño is spearheading a wide-ranging agenda of reform and strategic initiatives to place Puerto Rico at the forefront of pro-growth economic and social development policy. Major government reforms such as tax reform, energy reform and permitting reform, combined with initiatives to spur new investment such as the state-of-the-art 2009 Public-Private Partnerships Law, are part of a master plan that aims to propel the island to fulfill its full potential for economic development and prosperity.

"The opportunities on the island are many, and there has never been a better time to join us," said Puerto Rico Secretary of Economic Development and Commerce José Pérez-Riera, who highlighted the Fortuño administration's concerted actions to strengthen the island's business climate and lay the foundations for a new era of economic growth.  "For example, we are in the midst of implementing the biggest tax relief plan in Puerto Rico's history, in which businesses will experience an average 30% reduction in their tax burden, and individuals an average 50% tax reduction.  Altogether, we're cutting the corporate and individual tax burden by more than $1 billion annually," said Pérez-Riera.

For his part, Puerto Rico Tourism Company Executive Director Mario González-Lafuente explained that the PUERTO RICO DOES IT BETTER!" campaign will be supported by a comprehensive marketing effort that includes an aggressive advertising component and a new landing page (www.puertoricodoesitbetter.com). "PUERTO RICO DOES IT BETTER! is not just a marketing slogan, but truth in advertising, "González-Lafuente said.  "The focus of our campaign is clear: the time has come to raise our profile and invite people to come see for themselves, and discover why PUERTO RICO DOES IT BETTER!"

Pérez-Riera added: "Just let me give you a few additional points of reference across the board: most of the world's pacemakers are made in Puerto Rico, and 70% of the rum consumed in the entire United States is made in Puerto Rico. Starwood Hotels' development on the island now tops $1 billion, including the new W-Vieques and the St. Regis Bahia Beach Resort. Construction of the Ritz Carlton Reserve Dorado Beach Resort & Spa is underway as we speak. These are but a few of a long list of examples which lead the Governor, the Secretary of State, Mario and I to proclaim today with justifiable pride: PUERTO RICO DOES IT BETTER!"

SOURCE Government of Puerto Rico