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The Hospitality Sales & Marketing Association of Americas, HSMAI, through the Adrian Awards have been acknowledging marketing campaigns for 63 years.
- Tourism Institute photo -

Costa Rica tourism campaign awarded in the US

Published Friday, March 26, 2021

By A.M. Costa Rica staff

Two campaigns launched by the Tourism Institute, ICT, targeting visitors from the United States and Canada won at the 2020 HSMAI Adrian Awards.

According to the institute, the "Costa Rica Essential Tool Kit" campaign won gold in the Recovery Strategies category, which was exclusively related to the covid-19 pandemic.
This campaign was carried out by the NJF public relations agency hired by the institute.

The publicist created a package with Costa Rican items that could be experienced from home, such as a wellness box with products like "Pura Vida" hats and bilingual coloring books. The kit was provided to journalists from media outlets working in the family section, including AFAR, Boston Globe, Calgary Herald, Elite Family Traveler, Condé Nast Traveler, Journal de Montreal, Outside, Elle Quebec, Today’s Parents and Fodor’s Travel. Each package was intended to provide inconvenienced travelers with an escape and a reminder of what the country has to offer.

The other campaign, "Only the Essentials," won the bronze prize in the Integrated Market Campaign category. This campaign was originally launched by the institute in Sep. 2019 to promote Costa Rica in the United States and Canada. The institute modified the old campaign to include the events of 2020 with a video reminding travelers that the country would be ready to receive them once the crisis was over.
The video, “We’ll Be Here” was later joined by another video when air travel resumed, called “Back to Pura Vida.”

The campaign was created by the US advertising agency MMGY, hired by the institute. This one also received a silver medal in Destination Marketing at the Travel Weekly Magellan Awards.

Both tourism campaigns were launched in 2020 to inspire people to connect with the essential things in life following the radical changes caused by the pandemic. Both campaigns were also used as promotional messages throughout the gradual reopening of tourism as it began to unfold.

“Keeping Costa Rica on the minds of travelers has always been the goal of our strategies in priority markets such as the United States and Canada,” Carolina Trejos, Marketing Director of the Institute said. “Receiving these two awards for campaigns carried out in these countries affirms the work that we have done. We must continue to promote the country as a sanctuary for sustainability and the ideal place to heal after these difficult months.”

The Hospitality Sales & Marketing Association of Americas, HSMAI, through the Adrian Awards have been acknowledging marketing campaigns for 63 years and seek to recognize excellence in hospitality advertising, digital marketing and public relations.

This year’s awards sought to highlight best practices, innovation and community in categories related to the covid-19 response, the institute said in its statement.


What else can the institute offer to US and Canadian citizens to make Costa Rica more appealing to their traveling citizens? We would like to know your thoughts on this story. Send your comments to


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