The Costa Rican Tourism Institute announced on Thursday that it has established an alliance with the United Nations World Tourism Organization (UNWTO) and the CNN news network to develop the country’s new tourist identity.
“Costa Rica: My Choice, Naturally” which will be launched globally costing the country $1.8 million.
The campaign will be developed on social, digital and television platforms and will include 1,342 television commercials, 22.8 million digital impressions, a digital hub on CNN.com, social media destination promotion, exclusive publishing programs for Costa Rica, monthly chronicles and promotion in the United States airports network.
Five markets will be covered, which were chosen because they are of great importance for Costa Rica when accounting for the largest number of international arrivals to the country, for existing air connections or for the importance of strengthening the country in those markets.
For the first time, Costa Rica will have an advertising campaign of this type in Europe, specifically England and France, for which 50% of the investment will be destined to these markets (30% and 20% respectively) and 20% to Mexico.
In addition, this campaign will complement the actions traditionally carried out for the United States and Canada, allocating 10% of the budget to these markets, supported by other specific actions.
It’s a sensorial, inspiring and aspirational campaign that shows Costa Rica as a destination that generates authentic travel experiences that create a sense of well-being in the visitor,”
said Tourism Minister Mauricio Ventura.
According to the official, it is said that this is a global campaign because, in addition to the specific investment for the sites mentioned, it will reach large markets such as Europe, the Middle East, Africa, Asia, North America and Latin America through documentaries.
Costa Rica will seek to differentiate itself from the rest of the world with the idea of
an authentic product, thanks to our Model of Sustainable Tourism Development, a consolidated brand and worldwide recognition.”
According to ICT, the cost of a similar campaign on other platforms could have reached $ 6.5 million.