Tourism sector extends ad buy during World Cup quarterfinals

July 1, 2014
4 Comments

La Sele’s historic qualification for the quarterfinals round of the 2014 World Cup in Brazil prompted the Costa Rican Tourism Board (ICT) to extend the airing of a TV ad campaign currently promoting the country as an ideal destination for tourism, trade and investment.

The 30-second spot was launched on June 11 on TV stations in the U.S., Spain, Germany, England, Wales, Scotland, Northern Ireland, the Netherlands and France, along with print and online ads.

ICT Promotions Director Ireth Rodríguez said “the country is experiencing a historic moment” that makes it imperative to add promotions that reach millions of World Cup viewers who are talking about Costa Rica.

“The national team’s great performance is a big opportunity for the country and the entire tourism sector including airlines, travel agencies and other sectors who see this important event as a boost for business,” Rodríguez said.

The “Essential Costa Rica” country brand was launched last September and already has been presented to officials and tourism entrepreneurs in several countries in Asia, Europe and the Americas.

ICT officials estimate the new promotion will reach some 14 million people, as the spot will be broadcast in English, German, Spanish and French.

This will be the last advertising investment for Costa Rica at the World Cup, meaning that if La Sele beats Holland on Saturday, the ICT will not spend more on future matches.

Watch the ICT spot:

Facebook Comments

You may be interested

Mexico opens border to women and children from migrant caravan
Honduras
1071 views
Honduras
1071 views

Mexico opens border to women and children from migrant caravan

AFP - October 20, 2018

Mexican authorities on Saturday allowed dozens of women and children from the Honduran migrant caravan to pass into its territory,…

Venezuela accuses Costa Rica of ‘subordination’ to U.S.
Costa Rica
1819 views
Costa Rica
1819 views

Venezuela accuses Costa Rica of ‘subordination’ to U.S.

AFP - October 20, 2018

Venezuela criticized Costa Rica this week for expressing support for several countries that have asked the International Criminal Court (ICC)…

Lifeguards call for help in Costa Rica: support their work in Osa
Changemakers
2138 views
Changemakers
2138 views

Lifeguards call for help in Costa Rica: support their work in Osa

Perry Gladstone - October 20, 2018

Over the last four years, the Lifeguards of Costa Ballena have performed 240 in-water rescues, administered first aid 100 times…