Costa Rica Announces New Brand

"No artificial ingredients" gives way to essential in Costa Rica. The Costa Rica Tourism Board officially unveiled the country’s new brand, “essential Costa Rica,” at the New York Times Travel Show recently, replacing the ingredients tag. It is one the board hopes will not just shine the tourism light on the Central American country, but used as a tool to attract international investors and boost foreign trade.

“The brand is an opportunity for us to present a comprehensive look at our evolving nation and share attributes that visitors may find surprising,” said Costa Rica Tourism Board General Manager, Juan Carlos Borbón.

The launch was five years in the making, undergoing four phases of research and development which included analyzing the travel market and Costa Rica’s place in it, and using focus groups to determine the favored brand.

The initiative, which cost $650,000, was led by the Costa Rican Tourism Institute, the country’s ministry of foreign trade and the Foreign Trade Promoter, Borbon said, with the brand and logo done by Future Brand.logo.png

If you’re an Olympics fan, you may have seen it. It was first introduced during commercials during the 2014 games in Sochi, and will appear on labels and tags of all tourism-related marketing materials as well as many of Costa Rica’s top imports.

Source: The Boston Globe