Costa Rica pushes winter marketing campaign in the United States

January 20, 2011

Costa Rica is bombarding U.S. roadways and subway lines with images of parrots, toucans and sloths in the hopes of convincing some snow-ravaged Americans to book a ticket south.

The marketing campaign, led by the Costa Rican Tourism Institute, began in December and will last through February, with billboards and subway signs appearing in New York, Chicago and San Francisco.

According to a press release from the government-run tourism agency, these three cities have the “best prospects” for increased trips to the Central American eco- and adventure-tourism mecca.

“Fifty seven percent of the most dedicated environmentalists live in California,” the release read. “The most promising of these citizens have an income greater than $100,000 a year.”

“This campaign is looking to encourage people from the United States to travel to Costa Rica,¨ said Costa Rican Tourism Minister Carlos Ricardo Benavides. “And leave behind the cold of the winter for the sun of our beaches and the warmth of the Costa Rican people.”

The ad campaign presents 12 distinct designs with images of animals, birds, beaches and mountain trails “which are among the [features] that most American tourists look for when coming to Costa Rica.”  

Costa Rica also ran a 15-second video on a giant screen in Times Square in New York City, which is seen by an estimated 1.5 million people a day. The tourism institute said the clip was played over a thousand times during the 32 days it ran.

Facebook Comments

You may be interested

Court rejects tax reform and asks legislators to eliminate four points
Costa Rica
649 views
Costa Rica
649 views

Court rejects tax reform and asks legislators to eliminate four points

Luis Fernando Cascante / Semanario Universidad - October 17, 2018

Costa Rica's Plenary Court has rejected the proposed tax reform bill in its current state and asked the members of…

30 protesters released from prison in Nicaragua
News
710 views
News
710 views

30 protesters released from prison in Nicaragua

AFP / The Tico Times - October 17, 2018

Nicaraguan President Daniel Ortega freed 30 political opponents on Monday, an action greeted with relief by human rights organizations. They…

La Sele continues to struggle, falls to Colombia, 3-1
La Sele
716 views
La Sele
716 views

La Sele continues to struggle, falls to Colombia, 3-1

Alejandro Zúñiga - October 17, 2018

One of La Sele’s shining moments happened right there, at the Red Bull Arena, a little over a year ago.…