This month Costa Rica officially presented its new advertising campaign based on on the slogans, “Save the Americans” and “Save the Canadians.” The idea is to send a message to the over-worked and overstressed people in North America that Costa Rica offers them a break from the rat race and a chance to relax on a dream vacation. After all, in the United States many people work excessively – 8 hours a day or more and often on weekends.
Tourism Minister Wilhelm von Breymann, who I met and dinned with on one occasion, said, “The goal is to reach the country’s primary tourism markets in U.S. and Canada with a strong message telling them that in Costa Rica they will find a way out of their overwhelming routines.”
The ad depicts Costa Rica as the most environmentally friendly destination on the planet for vacations and will surely get the attention of many people. Set to the tune of the ‘The Lion Sleeps Tonight’, singing sloths, macaws and turtles tell working stiffs – the overworked and overstressed people – about the wonders of Costa Rica.
The country’s Tourism Institute or ICT plans to spend $3.3 million dollars on its campaign, of which 85 percent will be invested in the U.S. and 15 percent in Canada. Ads will appear in print media, TV, theaters, the Internet and social media. Messages also will be placed on billboards in subways and on streets.
Interestingly, many people start out as tourists, see the country’s natural beauty, laid-back lifestyle and decide that they want to move here. So in away these ads also target potential retirees.
Those who are attracted to the country as a retirement haven and do their research soon realize the country also offers: retirement with dignity without sacrificing one’s lifestyle, good medical care at a fraction of the cost of the U.S., one of the best climates in the world, a democratic government with no military, no threat of terrorism (the country has no enemies), friendly and happy people, a wealth of activities to stay busy, cheap public transportation, an availability of American products and many intangibles.
To learn more see:
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