 The advertising campaign is focused on promoting Costa Rica as a natural sanctuary, biosecure, with a tourism sector that applies sanitary guidelines, to allow travelers to reconnect with the essentials and enjoy unique experiences. - Planeta Calleja photo - Costa Rica promoted as a tourist destination on TV show in Spain |
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Thursday, April 15, 2021
By the A.M. Costa Rica staff The Tourism Institute seeks to attract Spanish tourists by promoting the country on the Planeta Calleja television program.
Ireth Rodríguez, of the Advertising Department of the Institute, stated that the coordination of Calleja's visit to the country to film the video was done by the press and PR staff in Europe, as they were in charge of contacting the communications in that continent. The advertising campaign is focused on promoting Costa Rica as a natural sanctuary, biosecure, with a tourism sector that applies sanitary guidelines, to allow travelers to reconnect with the essentials and enjoy unique experiences, Rodriguez said. Calleja visited the country to record the video from April 5- 12. Spanish actor Antonio Resines explored Costa Rica alon Calleja. Together they visited several tourist destinations such as Tortuguero, Pacuare River, a coffee plantation in Turrialba, Irazú Volcano, among other places. Throughout the tour, they experienced Costa Rican gastronomy and culture, the institute said in its statement. “Costa Rica is so interesting, so beautiful and with so many things to do that we will certainly return, it is a country that has everything we are looking for: nature, a great message of sustainability, biodiversity, the way to manage the country according to its resources and is a clear example of how the rest of the world should do it," Calleja said at the end of his trip. "People who are thinking about where to go on vacation, without a doubt should have Costa Rica in the list." However, the expected video has not been released yet, even though Callejas's show's new season was already announced on channel 4 in Spain. The date of the broadcast has not yet been set. Part of the video material of Calleja's visit was published on his Instagram account.  This is the second advertising campaign developed through celebrities in social media, that the institute announced this month. Last week, the institute released their new campaign strategy to attract tourists from the United States and Canada. They are getting videos and photos published by so-called influencers. One of the most recent influencers hired was Rob Strok, who according to YouTube has 105,000 subscribers on his channel. The institute sponsored a trip for Strok and his production staff for five days in January. "This was his first departure outside the United States, after 2020, marked by restrictions caused by the pandemic," the institute said in its statement. Strok's trips included some Pacific Coast beaches, canopy tours in Monteverde, Central Market in San José, Los Bajos del Toro Amarillo, among other tourist places in the country. With the recorded material during the trips, an 8-minute video was made to promote tourism to Costa Rica that was posted on Strok's social media. The video is titled "Best Place to Travel 2021, Costa Rica" where views are invited to visit the country. The campaign has registered more than 12,000 views since its publication on April 1. "Costa Rica is one of the most beautiful countries we have visited, with endless jungles, a remarkable kindness people," Strok said in his video "Costa Rica left us all impressed." According to the institute, the U.S. influencer also mentioned strict compliance with sanitary guidelines in his arrival at the Juan Santamaría International Airport and throughout his stay. Strok’s video is available via his YouTube channel. He has additional footage of his trip available on his Instagram account. According to the institute, the same type of campaign is currently being carried out with April Davidson, another U.S. influencer and specialist in adventure activities. Her photos are posted on her Instagram account. According to Carolina Trejos, Marketing Director of the institute, part of their international advertising strategy is to bring on influencers specialized in tourism and travel, but "above all related to the values of the Essential Country brand and the current campaign “Only the Essentials," she said. “In this program of influencers, attractive profiles that have the most impact within the North American market (the United States and Canada) are selected and studied, then they are officially contacted and invited, depending on their availability, to live the experience of the destination, and sharing it from their point of view," Trejos said. The influencer's videos to promote the country are also developed by the marketing agency based in Missouri, MMGY Global. The institute has not provided information on the cost of their influencer advertising campaign. -------------------------- What other influencers should the institute hire to attract more tourists? We would like to know your thoughts on this story. Send your comments to news@amcostarica.com         
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