Costa Rica Coffee Guide

Costa Rican sloths promote tourism at Los Angeles building

August 27, 2015

A billboard ad displaying a Costa Rican sloth surprised workers this week at 3333 Wilshire Boulevard in Los Angeles, California.

The ad also caught the attention of passing pedestrians and motorists, who soon started taking and sharing pictures, the Costa Rican Tourism Board (ICT) reported.

The billboard displaying the popular tree-dwelling mammals is part of an official campaign, dubbed “Save the Americans,” to promote Costa Rica in the U.S. The campaign also includes a contest to win trips to Costa Rica among those who take a picture of the billboard and share it on their social media profiles using the hashtag #slothsweepstakes.

https://twitter.com/VinceDonVito/status/636023165425094656

Of all U.S. residents, Californians are considered the most likely to visit Costa Rica, Tourism Minister Mauricio Ventura said. Many are seasoned travelers, committed to sustainability, with high income and education levels, according to ICT research.

https://twitter.com/valis_111/status/635511227121209344

ICT’s Marketing Director Alejandro Castro said the sloth billboard was meant to surprise workers immersed in their daily work at the prominent building, which houses banks, insurance companies, law firms, real estate offices and technology companies.

The “Save the Americans” campaign, along with a parallel “Save the Canadians” campaign, aims to attract a segment of overworked and overstressed people who “increasingly are refusing to take time off and relax,” said 22squared, the advertising agency that designed the campaign.

More pictures of sloths will be hung outside buildings in other US and Canada cities in coming weeks, aimed at an audience “trapped” in their offices. The campaign also will include videos to be projected on buildings at night in high-traffic areas.

The Save The Americans / Save The Canadians ad campaign was launched in December and will extend through January 2016 with an investment of $3.3 million: 85 percent in the US and 15 percent in Canada.

Watch an ICT video of the billboard displayed in Los Angeles. 

And don’t forget to pick up all your #SlothKong swag at our Tico Times online store here

You may be interested

Happy Fourth of July from The Tico Times
Events
2692 views
Events
2692 views

Happy Fourth of July from The Tico Times

Alejandro Zúñiga - July 4, 2020

Happy Fourth of July from all of us at The Tico Times! Break out your red, white and blue, rehearse…

Costa Rica coronavirus data for July 3, 2020
Costa Rica
21136 views
Costa Rica
21136 views

Costa Rica coronavirus data for July 3, 2020

Alejandro Zúñiga - July 3, 2020

Costa Rica confirmed 288 new cases of the coronavirus over the past day, totaling 4,311 cumulative known cases, the Health…

Fired for criticizing government’s response to pandemic, Nicaraguan doctors remain on the front line
News
637 views
News
637 views

Fired for criticizing government’s response to pandemic, Nicaraguan doctors remain on the front line

AFP and The Tico Times - July 3, 2020

Unemployed and emotionally worn, Nicaraguan doctors fired from the public health system for criticizing the government's handling of the pandemic…