Throughout 2014 we all received with surprise the news that there is a vast amount of the working population in North America that does not take their vacations. And beyond that, and even worst, they do not want to. And this is happening at the same time that Europe is discovering how productivity levels rise as work hours go down, the more rest and relaxation the better the quality and the more quantity of work.
A reaction to this was Costa Rican Tourism Board’s TV spot, Now, not only moving minds but also recognition, the ad is finalist in a first-ever international competition held by the World Tourism Organization (UNWTO).
The “Save the Americans”/“Save the Canadians” spot is part of ICT’s ad campaign aimed at promoting Costa Rica as a holiday oasis and the ideal place to take a break from daily stress in these countries. Canada and the U.S. are two of the main sources of tourists to Costa Rica.
The spot was produced in Costa Rica and includes the participation of Tico vocal group Master Key, which performed the voices of a singing sloth, a bird, turtles, scarlet macaws and a howler monkey who invite overworked Americans and Canadians to come to Costa Rica.
Videos were submitted from 51 countries and the winner will be chosen by popular vote. The winner will be announced during the 21st General Assembly of the UNWTO to be held in Medellín, Colombia, Sept. 12-17.
The video already won a “Webby” for Best Online Film & Video in the “Travel & Adventure” category.
Destination Marketing Association International also chose the campaign as a success case in promoting a destination, during its international forum last July.
ICT Promotions Director Ireth Rodriguez said the promotional spot is an invitation for those who have not visited the country to consider Costa Rica as their next vacation destination.
The $3.3 million campaign began in December 2014 and will continue through January 2016. The singing animals spot is being shown on TV, in movie theaters. In the coming days, it will also be projected on buildings in the U.S. and Canada.
You can vote for Costa Rica’s spot here. The deadline for voting is Sept. 10.