The Costa Rica Tourism Board: Costa Rica's Million Dollar Gift of Happiness

Category: Travel/Tourism/Destination
Brand/Client: The Costa Rica Tourism Board
Lead Agency: 22squared
Contributing Agencies: PrizeLogic, Inc , Blind, Inc., Think Conservatory

State of the brand's business

Costa Rica is Rich and Poor

Costa Rica is a small country in Central America, with a population of 4.8 million [source: Global Finance]. It is blessed with rich bio-diversity, a stable and progressive government that is committed to sustainable development, and exceptionally friendly people. But Costa Rica is relatively poor, with a GDP of $9,500 per capita [source: Global Finance] and few mineral resources to sustain its population.

Tourism is Costa Rica's Biggest Export and Faces a Competitive Brandscape

Tourism is Costa Rica's biggest export and assumes national importance. But the brand is small and faces tough competition from bigger, more mature and better funded brands. These include Hawaii, Mexico and well-funded Caribbean destinations such as Jamaica. Further, Costa Rica's estimated share of voice in the category is under 1%; tourism advertising is a $504 million industry.