Costa Rica Tourism Board breaks My Choice campaign
The Costa Rica Tourism Board has begun an international campaign intended to promote travel to the country. The campaign, called "Essential Costa Rica. My Choice, Naturally," is being conducted in association with the United Nations World Tourism Organization and CNN International. This is the first time the tourism board has worked with these organizations.
The campaign consists of television and digital advertising, accompanied by social media content, in five markets: England, France, the United States, Mexico and Canada. These markets account for the largest number of international arrivals into the country, according to the board. The online component will include a collection of articles, video, audio and images which will be updated monthly during the campaign. The material is intended to present to the viewer a "personal journey through Costa Rica."
"We are making a breakthrough with this unique approach," said Mauricio Ventura, Minister of Tourism for Costa Rica. "It will be executed on the most diverse platforms, where we'll reach a wide range of markets like never before. 'Essential Costa Rica. My Choice, Naturally' is a sensorial, inspiring and aspirational campaign that shows Costa Rica as a destination that generates authentic travel experiences, which create a sense of well-being in visitors."