Talking sloth tourism campaign generates fervor in U.S., Canada

April 10, 2014

Costa Rica’s talking sloth is getting a lot of attention.

Six weeks since the Costa Rica Tourism Board (ICT) and U.S. advertising agency 22squared launched “Costa Rica’s Million Dollar Gift of Happiness,” a campaign to attract North American tourists, the campaign’s “Mr. Sloth” has become an Internet phenomenon. The ICT reported that more than 60,000 people have visited its Facebook page to enter the promotional vacation giveaway contest.

“The ideal mix of traditional media and social networks has allowed us to amplify the media impact using a limited budget, in a market as big as the U.S. and Canada,” said Tourism Minister Allan Flores. “We have reached a larger audience than we would have with a traditional advertisement and have been able to educate participants about Costa Rica’s offerings.”

Since the campaign was launched Oct. 6, 19 people have received a “Gift of Happiness” – a vacation to Costa Rica to enjoy one of five travel package options.

The campaign has also received attention from several well-known media personalities in the U.S. and Canada. Famed CNN news anchor Anderson Cooper gave a Gift of Happiness to newlywed couple Brittany Hillard and Cameron Humfleet during the Nov. 10 episode of his show. In an increasingly popular video on the website YouTube, Hillard passes out when Humfleet surprises her with a marriage proposal. In response to the video, Cooper gave the couple a Gift of Happiness vacation to Costa Rica, courtesy of the campaign.

The Gift of Happiness has also been mentioned in the publications The New Yorker, USA Today and Budget Travel.

The campaign runs until Feb. 5, 2012, and will award a total of 255 Gifts of Happiness.

You may be interested

Billionaire Piñera to return as Chile’s president
Chile
155 views
Chile
155 views

Billionaire Piñera to return as Chile’s president

Paulina Abramovich / AFP - December 18, 2017

Electoral authorities said the 68-year-old conservative, who previously led the South American nation from 2010-2014, won 54 percent of the vote, nearly eight points above his leftist rival Alejandro Guillier.

Download our High Season Print Edition here
The Tico Times
916 views
The Tico Times
916 views

Download our High Season Print Edition here

The Tico Times - December 17, 2017

Thanks to all the readers from around Costa Rica and the world who have written to ask how they can…

PHOTOS: Costa Rica’s Festival of Light
Holidays
2882 views
Holidays
2882 views

PHOTOS: Costa Rica’s Festival of Light

AFP - December 17, 2017

Costa Rica's traditional Festival de la Luz, a holiday parade through the heart of San José, filled the capital with…