Costa Rica Plans to Use the World Cup 2014 to Advertise Tourism and Travel

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    The Costa Rica News (TCRN) – Costa Rica will use TV audiences of the Brazil World Cup to attract tourists and investors from the U.S., England, Germany and Spain, as well as to promote Costa Rican products.

    Through a 30-second advertisement as means of communication like ESPN (USA) Telecinco (Spain), ITV (UK) and ZDF (Germany), Costa Rica will invite the public to know the country during the World Cup games, according to the Costa Rican Tourism Institute (ICT) in a press release.

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    Costa Rica hopes to reach about 10 million viewers with this advertising.

    “The goal is to strengthen our overall image as a destination in view of our big business generators. Showing the world this essence that distinguishes us from other countries and heading towards an audience of millions of people which we will hold captive through a prominent sporting event like the World Cup” noted the Tourism Minister, Wilhelm von Breymann, in the bulletin.

    The commercial will focus 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.

    In advertising attributes as Costa Rica’s natural beauty, warm and talented people, and the quality of its exports is showing a natural, innovative and competitive country, explained the ICT.

    The United States, England, Germany and Spain are priority markets for Costa Rican tourism, since according to the General Directorate of Immigration, in 2013 more than 142,000 visitors from these countries were recorded.

    The ICT reported that the European market is not only important for the development of the tourism sector, but also the third largest market where Costa Rican exports go, making this a comprehensive advertising strategy in action for the positioning of Costa Rica.

    Tourism is one of the main drivers of the economy of Costa Rica, 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.

    Tourism directly 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.

    The Costa Rica News (TCRN)

    San Jose, Costa Rica

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