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Published Monday, November 16, 2020
The government hires German actors
for an advertising campaign to
attract tourists
By the A.M. Costa Rica staff
"Costa Rica, my sustainable sanctuary destination" is the motto of the new advertising campaign developed by the government, through the Institute of Tourism, to attract German tourists.
According to the institute, the campaign will run until December with testimony videos of famous people from Germany who were hired to talk about their admiration for the Costa Rican tourism development model.
Among the personalities hired are the actors Hannes Jaenicke and Daniel Roesner. They both visited Costa Rica in September, the institute said.
Also, the actresses Úrsula Karven and Melanie Winiger were hired.
As part of the cast, they also hired actress Ruby O. who was born in Costa Rica but has developed her career in Germany.
According to Ireth Rodriguez, head of the Promotion Department of the institute, the video ads have the goal of promoting Costa Rica as a safe vacation destination due to compliance with health protocols to avoid contagion of covid-19. In addition to presenting the country as "a sanctuary for body, mind and soul that offers diverse, unique and exclusive experiences."
"It is essential to maintain the connection through innovative promotional actions with potential tourists from Europe, (and Costa Rica) as an exclusive and non-massive destination, committed to rescuing the essential values of life," Rodríguez said.
The advertising will be published on the social networks of the institute in Germany through the Visit Costa Rica page. It will also be published in German tourism media such as N-TV and BluePlanetTV.
Also via the institute’s social networks, they will launch a special interaction filter to select the favorite Costa Rican fauna and a raffle for a trip to Costa Rica.
The videos were developed by the advertising agency Global Communication Experts hired by the institute. The tourism authorities did not provide information on the cost of the advertising agreement.
The institute estimates that advertising will reach more than 12 million people.
Meanwhile, the institute has invited more than 55 agents and tour operators from Europe to visit the country.
These agents will receive two courtesy trips to the country including tours to various rural areas. They are representatives of travel agencies from Germany, Spain, the United Kingdom, France, the Netherlands, Switzerland, Austria, among others, the institute said.
The advertisement videos are published on the institute's Facebook German language account.
In October, a similar campaign was developed in France. The institute hired French celebrities such as singers, actors, among others.
The publicity is developed in 10 videos about short three-minute interviews, conducted by the French journalist Philippe Gougler.
"Gougler, who also learned about Costa Rica by making news coverage, is popularly known as “ Mr. Turist” for his participation in specialized travel programs on television and radio in France," the institute said in its statement.
The campaign called “Costa Rica a sanctuary of life told by…”, shows interviews with famous French people who talk about their experiences visiting the country or their desire to know Costa Rica.
For this campaign, the institute hires the advertising agency Indigo Unlimited. The agency is working to promote the videos in French news outlets such as Lepoint.fr, Lefigaro.fr, Konbini among others. The cost of the campaign was not disclosed by the Institute.
The advertisement videos are published on the institute's Instagram French language account and on other pages on social networks.
To choose the celebrities hired to appear in the videos, the criteria used was if the person's professional or personal experience with Costa Rica or with a career linked to sustainability, the protection of the planet, together with a positive image in French audiences.
The advertisement videos are published on the institute's Instagram French language account and on other pages on social networks.
According to the institute, before the pandemic in 2019 more than 77,000 French tourists visited Costa Rica and it was the third-largest European tourist market, only surpassed by Germany and the United Kingdom.
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Should the institute use part of its budget to provide aid to the country's tourism entrepreneurs who have been affected by government orders to close their businesses for most of this year?
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