June 9th, 2014 (InsideCostaRica.com) The Costa Rican Tourism Institute (ICT) and the Office of Foreign Trade Promotion (Procomer) have budgeted some $750,000 USD for a series of television commercials to air internationally during the 2014 World Cup taking place in Brazil.
The spots, which aim to strengthen the country’s image as a top tourism destination, will be seen on channels such as ESPN, BBC, ITV in the United Kingdom, ZDF in Germany, and Telecinco in Spain.
While ICT expects to reach some 10 million viewers in Europe, its focus will be on reaching viewers in the United States, which continues to be the country’s strongest source of tourist arrivals. Viewers in the United States and Canada will see the ads on BBC’s North American channel.
A Procomer official said the campaign would utilize the country’s new branding, Essential Costa Rica.
The advertising spot will be presented sometime this week.
Ditching its “No Artificial Ingredients” slogan, Costa Rica unveiled its new “Essential Costa Rica” branding in September of last year, which officials hope will attract more “sophisticated” tourism and foreign direct investment.
The development of the new brand – which consisted of a logo and an introduction video – cost $650,000.