Published on : Tuesday, June 10, 2014
Costa Rica to make use of TV audiences of the Brazil World Cup to entice tourists and investors from the U.S., England, Germany and Spain, and to promote Costa Rican products. Costa Rica hopes to attain about 10 million viewers with advertising.
According to the Costa Rican Tourism Institute (ICT) through a 30-second advertisement as means of communication like ESPN (USA) Telecinco (Spain), ITV (UK) and ZDF (Germany), Costa Rica will encourage the public to know the country during the World Cup games.
The commercial will concentrate on the country brand “Essential Costa Rica” and was produced jointly by the Foreign Trade (Procomer) and the Costa Rican Coalition for Development Initiatives (CINDE), an investment promotion agency.
ICT explained that in advertising attributes as Costa Rica’s natural beauty, warm and talented people, and the quality of its exports is showing a natural, creative, and competitive country.
Costa Rican tourism’s priority markets are the United States, England, Germany and Spain. Since according to the General Directorate of Immigration, in 2013 more than 142,000 visitors from these countries were recorded.
According to ICT, the European market is not only vital for the development of the tourism sector, but also the third leading market where Costa Rican exports go, making this a comprehensive advertising strategy in action for the positioning of Costa Rica.
One of the main drivers of the economy of Costa Rica is Tourism, a country of 4.7 million people, which received in 2013 2.34 million foreign tourists generating foreign exchange of around 2,300 million dollars. Directly tourism employs about 150,000 people and indirectly another 400,000 in this Central American country which is home to about 4.5% of the planet’s biodiversity constituting one of its main attractions.