Q COSTARICA — A fleet of electric taxis is circulating in Madrid, Spain, projecting images of Costa Rica’s most iconic landscapes, while spreading the message of “Pura Vida”.
The vehicles display volcanoes, waterfalls, beaches, and wildlife to attract Spanish tourists during November and December.
Each taxi also features messages highlighting renewable energy, national happiness, biodiversity, and the abolition of the army.
With the invitation “Get on board with Pura Vida,” the vehicles display phrases that distinguish Costa Rica as a tourist destination: “Costa Rica generates 98% renewable energy”; “One of the happiest countries in the world”; “No army since 1948, a country that invests in health and education”; “Costa Rica has 6.5% of the world’s biodiversity.”
“We launched this campaign because these vehicles align with our sustainability strategy. The images and messages reinforce unique elements of the destination,” said Melissa Tencio, Brand and Strategy Coordinator at the Costa Rican Tourism Board (ICT).
The campaign began in October with 100 decorated taxis and a digital contest to win trips to Costa Rica.
The second phase includes 75 vehicles that will circulate in Madrid, taking advantage of the high volume of visitors and residents during the holiday season.