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Costa Rica launches new global tourism campaign

The Costa Rica Tourism Board has teamed up with the United World Tourism Organisation and CNN International to launch a new campaign this month. The “Essential Costa Rica. My Choice, naturally” campaign will be rolled out across digital and TV platforms in the UK and Europe, Canada, Mexico and the U.S, and will help promote the tropical Central American country as an overall tourist destination.

Costa Rica launches new global tourism campaign

A brand new campaign has been rolled out by the Costa Rica Tourism Board, the United World Tourism Organisation and CNN International. The “Essential Costa Rica. My choice, naturally” campaign is the largest one to be launched by the nation which is renowned for its natural beauty.

The campaign was launched on 3rd July, 2017 on social media, digital and TV platforms across five markets. These include countries throughout Europe, the UK, Canada, the United States and Mexico, due to their large number of international travellers.

Mauricio Ventura, the Minister of Tourism for Costa Rica said that the responsibility of promoting the nation as a tourist destination is usually managed by marketing and advertising actions by ICT. However, the tourism board decided to team up with the United Nations World Tourism Organisation and CNN International to gain a larger audience across the markets.

"We are making a breakthrough with this unique approach. 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."

Mr Ventura stated.

There will be ten videos that will each highlight a different part of Costa Rica. The videos will invite viewers to visit Costa Rica and find out for themselves why it has been rated the happiest place on earth for several years in a row.

Speaking about the campaign, Anita Mendiratta, the Special Advisor to the UNWTO Secretary General, added:

"It answers the age-old question: Where should I go on vacation? By using a declaration of trust, through a natural, cultural and personal connection, the choice to make is made obvious."

Costa Rica is one of the greenest countries in the world in terms of the landscapes and environmental practices. The nation plans to be the world’s first carbon neutral country by 2021, and sustainable practices are embraced by businesses, residents and visitors.

The country sits between Panama and Nicaragua in Central America, and it is home to at least five per cent of the world’s biodiversity. With miles of coastline and beautiful beaches, lush rainforests and cloud forests and jungles, Costa Rica boasts a plethora of diverse wildlife species, from insect and birds, to reptiles, animals and marine creatures. 

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