COSTA RICA’S JOURNEY FROM

TOURISM BRAND TO COUNTRY BRAND

The Journey

1997

2011

The Journey

2008-2009

Brand Architecture

Brand Architecture

CREATIVE APPROACH

Essence Behavior Promise Experience Voice

Essential Costa Rica• Inspiring

• Personal

• Pure

• Balanced

• Adventurous

• Nature

• Adventure

• Wellness

• Culture

• Authentic

• Welcoming

• Energized

• Proud

• Alluring

• Harmonious

Transversal

component that

crosses all the

assets of the

country brand

In that

concentrated

essence is the true

value of the

country: its people.

Reflecting the 4 attributes of the brand: authentic,

concentrated, value articulator as talent and pride

Only Costa

Rica can

provide the type

of travel

experiences

that spark

deeper

personal

connection and

help give

visitors the

sense of

contentment

they’ve been

missing.

Brand attributes

AUTHENTIC

Pure Life Peaceful

Receptive Solidarity

Open to exchange Friendly

Cozy Hospitable

Multicultural Warm

Ingenious Positive

VALUE PROPOSITION

Human Talent Take Opportunities

Increase Vocation Quality

Entrepreneur Platform

Productive

CONCENTRATION

Natural Beauty Select

Location Specialized

Biodiversity Refinement

Diversity For connoisseurs

PRIDE

History Democracy

Peace and Human Rights Human Life

Education Conservation

Sustainability Desire to Improve

INSPIRING

PERSONAL

PURE

BALANCED

ADVENTUROUS

Save the Americans

2013

2018

Country brand & tourist voice

The brand nowadays

North America

January through July 2019

1.995.339 International arrivals (total)

1.549.812 International arrivals (by air)

65% International arrivals by (US & Canada)

Fuente: ICT con datos de DGME

Length of stay

Canadians

Average length of stay: 14 nights

Average daily spending: US$ 109,84

Fuente: Encuesta de no residentes ICT, 2017

Americans

Average length of stay: 10,1 nights

Average daily spending: US$ 171,6

Best ProspectsOur potential market is huge in the US and Canada. Our best

prospects are those extremely or very much interested in

visting Costa Rica and are planning a trip to Central America

in the next three years. .

The size of this market is:

23,5 million in the United States

3,4 million in Canada.

Growing interest

Interest in visiting Costa Rica is the highest in history.

44,7% of American leisure travelers are our best prospects

and Costa Rica is the country the most attracts in Latin

America in comparison to Mexico (42,7%) and Brazil 39%.

Fuente: Travel Styles USA, 2018

Growing interest

40,5% of Canadian leisure travelers are our best prospects

and Costa Rica is the country that most attracts them when

considering holidaying in Latinamerica. Mexico comes

second (39,4%) and Peru third (29,7%).

Fuente: Travel Styles Canadá, 2017

Motivations for Travel

69,4%

Travel to engage with people, places and cultures.

Source: Travelstyles 2018

57%

Travel for Sun

& Beach

46%

Hiking and

Exploring

43%

Volcanoes &

Hot Springs

Source: Intercept Visitor Survey

Motivations for Travel

32%Pursue wellness & lifestyle programs

Source: 2018 Portrait of American Travelers

Motivations for Travel

TICOS “LIVE WELL”

THROUGH

CONTENTMENT.

AND THEIR SPIRIT IS

INFECTIOUS TO ALL IN THEIR

PRESENCE.

Brand Manifesto

MEDIA REIVEWBRANDMANIFESTO

Idea

Some of the simplest, most natural things in

life are what make us all human and

happiest. Only Costa Rica embodies them

all to connect us to what we have been

missing.

Insight

Americans and Canadians are too

distracted by their busy modern lives.

They have forgotten how to be present in

the moment and feel truly fulfilled.

Only the Essentials

ONLY THE ESSENTIALSSTRATEGIC RATIONALE

• Evolution of Essential Costa Rica

• Makes you want to know more

• Has the power to make you stop

• Speaks to sustainability

• Ownable opportunity

• Has international potential

• Transcends generations

• Answers a cultural need

Explore year round

Fuente: Encuesta de no residentes ICT, 2017

Call to action “tagline” in

order to impact seasonality

EJEMPLO VIDEOS-METRO CHICAGO

EJEMPLO VIDEOS-METRO CHICAGO

EJEMPLO VIDEOS-METRO CHICAGO

Dallas – Trolley Wrap

Markets

US: The campaign will be launched in New

York, Los Angeles, San Francisco, Florida,

Houston and Chicago, among others.

Canada: Toronto, Montreal and Calgary

Media

• Interactive Print Advertising (such as AFAR)

• Digital Banners, Video & Content

• Search Engine Advertising

• Interactive Social Media Program

• High Impact Out of Home (Train and Bus Wraps, Taxi Toppers,

Billboards)