Costa Rica launches advertising campaign in Madrid

For three weeks, Costa Rica shows a surfer in the middle of the sea and in full sun on an area of ​​450 square meters in front of the Plaza de Cuzco, in the central Paseo de la Castellana in Madrid, Spain. The giant fence invites the Spaniards to escape the winter of low temperatures to know the tourist attractions of our country.

Simultaneously, the train station of Atocha exhibits impressive images and videos of nature, fauna, adventure activities, waterfalls, beaches and the approaches with the culture that a Spanish tourist will find in Costa Rica. In this busy station, a promotional video is reproduced 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 allegories, their own designs and colors, inspired by the typical Sarchí carts.

This outdoor promotional campaign in the city of Madrid is called I am Pure Life. When are you coming? and is aimed at a market that is constantly growing and from where more than 69,000 tourists visited us between January and December 2018. For Costa Rica, Spain is the fourth market for tourists coming from Europe.

"For the first time in history, a positioning campaign of destination Costa Rica 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 promotion manager.

The action stands out due to the size of the selected formats, the wide visibility, the scope and the selected location. Along the Paseo de la Castellana there is an average of 60,000 vehicles a day and 285,000 people travel daily. The building selected to exhibit the gigantografía is located in the financial heart of Madrid.

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 burns with the "best prospects" of Spanish tourists identified in ICT research.

The investment made in the campaign was close to 90 thousand euros.

These actions were coordinated jointly with the support and support of the public relations agency Blueroom in Spain and coincide with the participation of Costa Rica in the FITUR 2019 fair, one of the most important tourism and travel fairs in the world, which will begin in Madrid next week.

According to ICT studies, Spanish tourists who visit Costa Rica stay an average of 13 nights and spend about $ 198 per day. The observation of flora and fauna (89%) stands out among the activities that they enjoy the most when traveling through the different regions of the country, as well as the enjoyment of sun and beach activities (87%), the visit to volcanoes (73%). %) and hiking trails (63%), among others. The questionnaires answered by Spanish tourists who have visited the country are multiple respondents.