Oracle Launches Campaign Promoting Project Jupiter Benefits

Oracle has launched a new bilingual marketing campaign in New Mexico, designed to highlight the potential economic, community and environmental benefits of its Project Jupiter Data Centre Campus in Doña Ana County.

According to Oracle, Project Jupiter will bring cleaner fuel cell technology to Doña Ana County, helping protect air quality, preserve water resources and support local infrastructure – with the company making a US$50m investment in the county’s water system. 

This advertising campaign is set to run across television, radio, online and social platforms in both English and Spanish over several months, and will highlight benefits such as the project’s cleaner fuel cell power solution, community investments and longer term economic growth in the area. 

Julia Robin, Head of Infrastructure Planning and Sourcing for Oracle Cloud Infrastructure, says the project is expected to deliver “transformational” benefits to residents in Doña Ana County. 

“We want New Mexicans to get the facts about the project directly from us,” she says. 

The campaign comes amid mixed public opinion on the environmental impact of data centres in the US, with research from Pew Research Centre finding that 39% of Americans say that data centres are mostly bad for the environment. 

Project Jupiter together

All advertising for the project directs viewers to the Project Jupiter Together site, where residents are able to learn more about the project and Oracle’s long-term investments in New Mexico. 

According to the website, Project Jupiter has committed US$360m in direct support for schools, infrastructure and local services and is contributing US$6.9m to fund community projects such as the Boys and Girls Club of Las Cruces. 

Oracle has also highlighted through the launch of the campaign that it plans to fund all energy costs for the project, to ensure that there is no impact on residential electricity rates. 

Project Jupiter’s updated power plan significantly reduces water usage, with the data centre and fuel cell cooling systems not expected to use  the Camino Real Regional Utility Authority’s public drinking-water supply. 

Both systems are designed to only require a one-time startup fill of non-potable water sourced from an existing water rights holder – with water usage to maintain these systems equivalent to the annual use of two US households. 

“The project is planned to invest hundreds of millions of dollars to improve schools, drinking water and local infrastructure across Doña Ana County, minimise water usage on campus, deliver a clean and reliable power solution through Bloom Energy fuel cells and create thousands of new career opportunities for residents,” Julia says. 

“The more residents hear the facts about the project, the more we hope they will understand its transformative benefits for New Mexico.” 

Campaign highlights community impact

One of the key benefits listed for Project Jupiter is job creation. 

The project is expected to create more than 4,000 construction jobs and 1,500 ongoing project supported jobs once construction is complete – generating US$384m in economic impact annually during construction and US$113m annually once the data centre is operational.

Oracle has also said it will prioritise training, upskilling and hiring of Doña Ana County residents, boosting job growth in the area. 

Employment in US infrastructure related skills trades is predicted to grow by more than 5%, according to BlackRock – compared to an average growth rate of 3%. 

This increase has been driven by accelerated growth for data centres.

Hyperscalers such as Oracle are projected to spend between US$630bn and US$700bn on combined capital expenditures to build out AI infrastructure in 2026 – creating further demand for engineers, technicians and specialised contractors.