QCOSTARICA — A cute digital sloth, created with visual effects, appeared in the most emblematic streets of Madrid, such as El Retiro Park, Puerta del Sol, and Gran Vía.
Costa Rica’s national symbol is not there by chance, but to invite Spaniards to change their pace of life and embrace the philosophy of Costa Rican “Pura Vida”.
The video is part of the advertising campaign “Pura Vida, Madrid”, launched by the Costa Rican Tourism Institute (ICT) in Spain, within the framework of the 45th edition of the International Tourism Fair FITUR 2025, to be held from January 22 to 26 at IFEMA, Madrid, with the aim of remaining present in the minds of the Spanish, a market that is of great importance in the issuance of tourists to Costa Rica, attracting them to visit and revisit our country.
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The objective is clear: to attract more Spanish tourists to Costa Rica.
“This week, travel is the only thing that is being talked about in Madrid, Spain, because tomorrow (today) FITUR begins, one of the most important travel and negotiation fairs in Europe.
“We started last week with expectations and a few hours ago we presented the sloth walking through the main streets of Madrid to invite the Spanish to come to Costa Rica. We are very proud of this promotional action, not only for the quality with which it was produced, but because we are beginning to have the first results of how it is starting to go viral.
“We know how important it is to innovate and find the right channels to talk to our potential tourists. Social networks and digital television have allowed us to be efficient in being able to choose the market segment that we want to reach,” explained Carolina Trejos, Marketing Director of the ICT.
The video shows the sloth interacting with the city, inviting Madrid residents to take life easy and enjoy everyday life.
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The strategy uses the peculiar character to convey a message of reflection and balance, contrasting the frenetic pace of the cities with the slower lifestyle of the Central American country.
The campaign, which includes a Fake Out Of Home (FOOH) type video, seeks to generate a close conversation, presenting Costa Rica as a guest who dialogues with the city.
“The spot required a delicate balance between transmitting the essence of Costa Rican philosophy and, at the same time, highlighting the vitality and dynamism of Madrid,” said the ICT.
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It can be seen in various Spanish digital media focused on travel, sports, general press, lifestyle and women’s press such as AS, ABC, Hola magazine, Marie Claire, In Style, the La Vanguardia newspaper, and in the El Viajero segment of the El País newspaper, among others.
The Spanish market is very important for Costa Rica. Last year, 428,637 tourists visited us from Europe, of which 54,145 arrived from Spain, making us our fourth largest source market from this continent, according to the ICT.
The link to the video if not displayed above https://www.youtube.com/watch?v=gfwZc6jOx_k
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