Tourism sector extends ad buy during World Cup quarterfinals

July 1, 2014
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La Sele’s historic qualification for the quarterfinals round of the 2014 World Cup in Brazil prompted the Costa Rican Tourism Board (ICT) to extend the airing of a TV ad campaign currently promoting the country as an ideal destination for tourism, trade and investment.

The 30-second spot was launched on June 11 on TV stations in the U.S., Spain, Germany, England, Wales, Scotland, Northern Ireland, the Netherlands and France, along with print and online ads.

ICT Promotions Director Ireth Rodríguez said “the country is experiencing a historic moment” that makes it imperative to add promotions that reach millions of World Cup viewers who are talking about Costa Rica.

“The national team’s great performance is a big opportunity for the country and the entire tourism sector including airlines, travel agencies and other sectors who see this important event as a boost for business,” Rodríguez said.

The “Essential Costa Rica” country brand was launched last September and already has been presented to officials and tourism entrepreneurs in several countries in Asia, Europe and the Americas.

ICT officials estimate the new promotion will reach some 14 million people, as the spot will be broadcast in English, German, Spanish and French.

This will be the last advertising investment for Costa Rica at the World Cup, meaning that if La Sele beats Holland on Saturday, the ICT will not spend more on future matches.

Watch the ICT spot:

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