The Costa Rica Tourism Board has established a partnership with the United Nations World Tourism Organisation and CNN International to launch a new campaign.
Under the title “Essential Costa Rica. My choice, naturally,” the campaign will launch on July 3rd.
This is the first time Costa Rica will have an advertising campaign of this scale in Europe, including the UK.
This new advertising campaign will go beyond promoting traditional products, which has been the predominant approach of the past.
Mauricio Ventura, Costa Rica minister of tourism, explained that, while the responsibility of promoting the image of the country as a tourist destination rests on the marketing and advertising actions carried out by ICT, it was time to expand their strategies beyond the norm.
“We are making a breakthrough with this unique approach.
“It will be executed on the most diverse platforms, where we’ll reach a wide range of markets like never before.
“Essential Costa Rica. My choice, naturally is a sensorial, inspiring and aspirational campaign that shows Costa Rica as a destination that generates authentic travel experiences, which create a sense of wellbeing in visitors,” explained Ventura.
The initiative will launch on social media, digital and television platforms in five markets.
For the first time ever, Costa Rica will have an advertising campaign of this magnitude in Europe, specifically the UK and France, as well as in Mexico, Canada and the United States.
The goal of the campaign is to redefine the country’s identity and validate the position that Costa Rica is a complete tourist destination by showing it from the personal perspective of a tourist.
CNN International vice president, Corina Keller, said: “CNN’s unprecedented reach to more than 450 million homes and 178 million unique monthly users provides our travel partners a global platform to tell their authentic stories efficiently and effectively.
“It’s been an honour and pleasure working with the government of Costa Rica and ICT to carry out this incredible project.”