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The Costa Rica Tourism Board
Costa Rica's Million Dollar Gift of Happiness

RAN IN: United States, Canada

CLIENT
The Costa Rica Tourism Board

Ireth Rodriguez - Deputy Manager, Mktg.Director
Silvia Rodriguez - Chief, Promotions Department

AGENCY
22squared *Lead Agency

Brandon Murphy - EVP, Chief Strategy Officer
Scott Sheinberg - CCO, Tampa General Manager
John Stapleton - EVP, Chief Creative Director
Julianna Bowman - VP, Director of Corporate Comm.
Andrew Jones - SVP, Group Leader
Ashley Keetle - Acct. Supervisor
Curt Mueller - SVP, Creative Director
Christopher Tuff - SVP, Director of Earned & Emerging Media


PrizeLogic, Inc


Blind, Inc


Think Conservatory


SUMMARY

Tourism advertising is a $504 million industry; Costa Ricas share of voice was just .3% of that amount. The business challenge was to increase visits to the country by 5%, and to gain a larger share of the conversation. Driven by consumer insight and validated by an international study, we leveraged Costa Ricas position as the happiest country on Earth to export happiness to North Americans. The result was a campaign that not only got people talking, but also increased visitation 8% year over year.

CASE VIDEO


Hero Medium: PR

Medium Featured On Video: Interactive, Social Networking Sites/Applications, Print, PR, Consumer Involvement

Audience: Men, Women, Brand Influencers, Boomers (45+), Children (12 and under), Teens (13-20), Young Men (20-35), Young Women (20-35), Families, Mothers, Fathers

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English