Friday, 7 August 2020

ICT launches first outdoor promotional campaign in Madrid

“Yo estoy Pura Vida. Y tú, ¿Cuándo vienes?” (I am Pura Vida. And you? When are you coming?) reads the billboard in front of the Plaza de Cuzco, in the cold weather of the central Paseo de la Castellana in Madrid, Spain.

The billboard invites Spaniards to escape the winter to know the tourist attractions of our country.

At the same time, the Atocha train station exhibits impressive images and videos of nature, wildlife, adventure activities, waterfalls and beaches a Spanish tourist will find in Costa Rica.

- paying the bills -

In this busy station, a promotional video is played more than 1,000 times a day on large format screens and interactive digital screens. In addition, the electric ramps for accessing the high-speed train of the Madrid-Barcelona route were decorated with designs and colors inspired by the typical Sarchí carts.

The campaign is geared to the growing number of tourists from ‘el Viejo Continente’ (the old continent as Europe is often described as in Costa Rica).

According to the ICT – the Costa Rica tourism board – between January and December 2018, there were 69,000 tourist arrivals from Spain, the fourth largest marker for tourists to Costa Rica from Europe.

“For the first time in history, a positioning campaign of Costa Rica as a destination in large format outdoor media in the Spanish market, medium that allows us to have great reach and strategic high traffic points such as the Paseo de la Castellana and the Atocha station,” said Ireth Rodríguez, ICT promotions manager.

According to the ICT, the Atocha train station reports a daily transit of 1.8 million passengers with a medium and medium-high demographic profile, but above all it is filled with the “best prospects” of Spanish tourists identified in the ICT research.

- paying the bills -

The campaign that is set to run for three weeks comes at a cost of 90,000 Euros (US$102,000).

"Rico" is the crazy mind behind the Q media websites, a series of online magazines where everything is Q! In these times of new normal, stay at home. Stay safe. Stay healthy.

Related Articles

Tourists can now enter the country with international insurance!!!

(QCOSTARICA) Costa Rica President Carlos Alvarado; and the ministers of Health,...

MEIC validated foreign travel insurance for first reopening flight passengers

(QCOSTARICA) The Ministry of Economy, Industry and Commerce (MEIC) authorized the...


Tourism transport free to circulate without restrictions

(QCOSTARICA) Tourist transport services will be free to circulate every day without vehicular restriction, confirmed the Council of Public Transport (CTP). The decision was due...

Mayors promised some businesses to operate during closings

(QCOSTARICA) The Government committed to orange zone mayors easing vehicle restrictions and allow some businesses to operate during the closure phases (August 10 to...

Brazil’s first lady tests positive for Covid-19

(Q24N) Michelle Bolsonaro's positive test for COVID 19, follows a rally in the capital Brasilia during which she gave a speech with a mask...

Costa Rica President admits that police violated protocol by arresting protesters

(QCOSTARICA) President Carlos Alvarado admitted this Friday that the Fuerza Publica (police) did not abide by the protocol agreed to in attending demonstrations, when...

No “Zapote Fair”, “Tope” & “Carnaval” this year

(QCOSTARICA) In the 50 years of tradition, this 2020 will be the second time the year-end celebrations will be canceled: the first time in...

Minister says that everything was a misunderstanding …

"We already have the right to work," clarified the Minister, but commerce has to earn the right to reopen their businesses. The Minister of Planning,...

Let's Keep This Going!

To be updated with all the latest news and information about Costa Rica and Latin America.