“Costa Rica: My Choice, Naturally” is the new image that Costa Rica will use to advertise itself as a great tourism destination! The Costa Rica Tourism Board (ICT) through an alliance with the World Tourism Organization (UNWTO) and CNN International along with CNN Tourism Advertising Solutions and Knowledge (CNN TASK) have developed the new campaign, that will probably get to your home
¨Costa Rica: My Choice, Naturally is a campaign that appeals to the senses, inspirational and aspiring, which shows Costa Rica as a destination that generates authentic travel experiences and that provide in the visitor a feeling of wellness¨, commented Ventura.
The new image is being unveiled globally this Friday, June 2, and it involves an investment of $1.8 million by ICT; the real cost is estimated in $6.5 million, however, CNN is covering all the production costs, which represents 67% savings in advertising investment.
Minister of Tourism Mauricio Ventura, told that to consolidate the image of the country as a tourism destination it was needed to make adjustments to the prevailing policy, and go beyond the advertisement of traditional products such as nature and adventure and the current target markets, USA and Canada. For this reason, the new campaign has will have a modified approach it will be developed through social media platforms, television and digital advertising in 5 markets that were selected due to their relevance for the country.
50% of the investment is geared towards England and France (30% and 20% respectively), a 20% to Mexico, 10% to the United States and Canada (markets for which former strategies remain in place), and the remaining to other countries.
Costa Rica: My Choice, Naturally, involves 1,342 television spots; 22.8 million digital impressions; the availability of the digital hub of CNN.com; the promotion of the destination in CNN´s social network and exclusive editorial programs that expect to reach close to 421 million homes/hotels.
In addition, monthly documentary Destinos Costa Rica will be seen on CNN in Spanish which includes CNN Mexico, CNN Latam, CNN US Hispanics, which means a reach of close to 50 million homes and hotels; while Destination Costa Rica will be distributed by CNN International, which involves CNNI EMEA (Europe, Middle East, Africa), CNNI Latam, CNNI US, and additionally CNNI Asia Pacific/South Asia.