"Save The Americans" Costa Rica Ad Campaign for the U.S. & Canada 2015-2016 youtube
Recent rains of the year in Costa Rica are the end of the rainy season, the Costa Rica high season has started, for everyone. The government offices the largest employer in Costa Rica, start the holiday break next week until the new year.
According to The Tico Times net, The Costa Rican Tourism Board (ICT) on Thursday presented a new advertising campaign to draw tourists from the U.S. and Canada starting on Dec. 17.
The campaign’s messages were developed around the concepts “Save the Americans” and “Save the Canadians.” It hopes to attract a segment of overworked and overstressed people who “increasingly are refusing to take time off and relax,” according to research by 22squared, the advertising agency that designed the campaign. It will air through January 2016.
The agency’s executive vice president, Andrew Jones, said the messages seek to position Costa Rica as the most environmentally friendly destination on the planet for vacations.
ICT will spend $3.3 million on the airing of the campaign, of which 85 percent will be invested in the U.S. and 15 percent in Canada. It includes ads in print media, TV, theaters, outdoors, the Internet and social media. The target market consists of experienced travelers committed to sustainability and with high income and education levels, ICT General Manager Alberto López said at the presentation.
Map of Central America & Caribbean internet
The TV spot was filmed and produced in Costa Rica, with local production staff and with the Costa Rican vocal group MasterKey interpreting a singing sloth, a bird, a turtle, a scarlet macaw and a howler monkey.
On the Web, the agency will post banners on several key sites and will launch on Dec. 17 www.savetheamericans.org and www.savethecanadians.org. Both will offer tourism information for planning travel according to particular interests, such as adventure, culture and nature.
They also will display over 30 promotional videos from the most popular attractions at several locations as well as detailed information on recreational options in each one.
Innovative elements will be part of the campaign with the exhibit on Jan. 8 of a sand sculpture portraying the singing animals. It will be located next to the famous Wall Street Charging Bull sculpture in New York.
“The montage will symbolize the rescue of overworked Americans,” the ICT’s López said.
Messages also will be placed on billboards in subways and on streets. Pictures of sloths dangling outside buildings also will be hung, with the aim of directly targeting an audience “trapped” in their offices. In Toronto, public displays will include the projection of videos on buildings in high-traffic areas at night.
ICT Marketing Manager Alejandro Castro said that all of the campaign’s strategies seek to captivate the attention of large audiences in a unique way, generate reaction, and, of course, draw tourists to Costa Rica.
Tourism Minister Wilhelm von Breymann said the board’s main goal is to reach the country’s primary tourism markets (U.S. and Canada) “with a strong message telling them that they will find in Costa Rica the way out of their overwhelming routines.”
Arrivals at all of the country’s international airports in the first nine months this year totaled 967,851, and 80 percent of them came from the U.S. Roughly 13 percent came from Canada, the ICT reported.
Read more at: http://www.ticotimes.net/54354 Source, TicoTimes.
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Costa Rica is known for its progressive environmental policies, being the only country to meet all five criteria established to measure environmental sustainability. It is ranked fifth in the world, and first among the Americas, in the 2012 Environmental Performance Index. It was twice ranked the best performing country in the New Economics Foundation's Happy Planet Index, which measures environmental sustaibility, and identified by the NEF as the greenest country in the world in 2009. In 2007, the Costa Rican government announced plans for Costa Rica to become the first carbon-neutral country by 2021, while in 2012, Costa Rica became the first country in the Americas to ban recreational hunting.
Whether you are a tico or a foreign tourist, we welcome you to the national parks of Costa Rica, Rafael A. Vilagut
Traveller and Tourist Advisor, skype raalvive
P.O.Box 925-2050 Costa Rica