Costa Rica Tourism Board Unveils New Advertising Campaign

Costa Rica Tourism Board Unveils New Advertising Campaign
By Kerry Medina

The Costa Rica Tourism Board launched its new advertising campaign in the United States and Canada, set to inspire visitors to explore the country’s variety of offerings. From now to Feb. 5, 2012, the campaign, titled “Costa Rica's Million Dollar Gift of Happiness,” seeks to gift $1 million worth of week-long Costa Rican vacations to people in the United States and Canada.

North Americans can enter to win one of the trips via Visit Costa Rica's Facebook page, which will serve as the hub of the campaign. Twitter, influential blogs and popular news outlets are also being used as sources to find travelers who share Costa Rica's values, and who, of course, would benefit from a gift of happiness.

Recipients of the week-long Costa Rican vacations have the option of selecting a trip from a group of themed travel packages, including Romantic Happiness (romance), Adventure Happiness (soft adventure), Wildlife Happiness (nature), Adrenaline Happiness (extreme adventure) and Authentic Happiness (culture).

On the country's official Facebook page, fans of Costa Rica will be able to preview five videos corresponding to each trip experience. Thanks to a strong social media component, the campaign will encourage North American travelers to explore the country's natural beauty, adventures and sustainable tourism practices, while also sharing these experiences with friends and family.

This is the first time in 16 years that the Costa Rica Tourism Board has launched an institutional advertising campaign in the United States and Canada, according to Costa Rica Tourism Minister Allan Flores.

The Costa Rica Tourism Board hopes that this campaign will contribute to its goal of increasing visitor numbers by 5 percent annually, while sharing with its North American friends how Costa Rica's offerings, including the country's commitment to sustainability, have paved the way for its recognition as one of the happiest places in the world.

Created by Atlanta-based independent advertising agency 22squared, the timing of this campaign is ideal, as Costa Rica forecasts strong tourism numbers for the upcoming high season, kicking off in November. This year, the country has already broken records with nearly 1.2 million tourists visiting Costa Rica during the first six months of 2011.

This corresponds to a 6.5 percent increase, compared to the first half of the last four years and the forecasted growth of the World Tourism Organization, which is between 4 and 5 percent.