The Costa Rica Tourism Institute (ICT) launched a new advertising campaign, “Only the Essentials,” in the United States and Canada – embodying the country’s “pura vida,” or “full of life,” mindset. The campaign reintroduces travelers to Costa Rica’s brand by reconnecting them with nature, each other and themselves. It features a custom-designed alphabet and five suggestive words: Balance, Thrill, Recharge, Alive and Connect. The unique approach to traditional tourism advertising helps define experiences only available in Costa Rica and what today’s consumers really need.
To kick off the campaign, Costa Rica will feature ads across public transportation in four key markets: New York, Chicago, Dallas and Toronto. On September 25 from 11am–7pm EST, Costa Rica will invite New Yorkers to Brookfield Place to experience what it’s like to walk through a real Costa Rican rainforest. The event will feature sights and sounds of a rainforest, drawing on atmospheric elements, including Costa Rican plants, lighting and wind effects. The campaign launch initiatives will be followed by a variety of media efforts that will run through December 31, 2019, with the possibility of continuing ads throughout the year.