ICT launches its first outdoor promotional campaign in Madrid
“I am Pura Vida. When are you coming?”
- Giant posters along the Paseo de la Castellana and digital promotions in the Atocha Train Station invite thousands of Spaniards to visit Costa Rica.
- Over 69,000 Spanish tourists chose the country as a destination last year.
Beginning today, Costa Rica will be showing a surfer in the middle of the sea and sun on a 450 square meter surface in front of the Plaza de Cuzco in the centrally located Paseo de la Castellana in Madrid, Spain. The giant billboard will invite Spaniards to escape their winter months to come see Costa Rica’s tourist attractions.
At the same time, the Atocha Train Station will be showing breathtaking images and videos of the nature, fauna, adventure activities, waterfalls, beaches and cultural encounters that Spanish tourists will experience in Costa Rica. The promotional video will play some 1,000 times each day on giant screens and on interactive digital displays in this crowded station. At the same time, the escalators leading to the Madrid-Barcelona high speed trains have been decorated with allegories, special designs and colors that were inspired by the traditional Sarchí ox-carts.
This outdoor promotional campaign in the city of Madrid has been titled Yo estoy Pura Vida. Y tú, ¿Cuándo vienes? (I am Pura Vida. When are you coming?) It is directed at a market that has been growing constantly, which sent over 69,000 tourists between the months of January and December 2018. For Costa Rica, Spain is the fourth-largest tourist-sending market in Europe.
“For the first time in our history, we are carrying out a destination positioning campaign in an outdoor environment on a large scale for the Spanish market, which allows us to have a major reach using strategic points like the Paseo de la Castellana and Atocha Station”, noted Ireth Rodríguez, Promotions Director at ICT.
This campaign stands out for the size of the displays, the wide visibility, the reach and the location chosen. Around 60,000 vehicles and 285,000 people pass through the Paseo de la Castellana every day. The building chosen to display the giant poster is located in the financial heart of Madrid.
Atocha Station has daily traffic amounting to 1.8 million passengers with an intermediate and upper intermediate demographic profile. Most noteworthy, it sees some of the best prospects for Spanish tourists identified by ICT’s research.
The investment involved in this campaign was around €90,000.
These actions have been coordinated jointly with the support and backing of the Blueroom public relations agency in Spain and will coincide with Costa Rica’s participation in the FITUR 2019 fair, one of the largest tourism and travel fairs in the world, which will be held next week in Madrid.
According to ICT studies, Spanish tourists who visit Costa Rica stay for an average of 13 nights and spend some $198 per day. Observation of flora and fauna is a top choice that Spaniards enjoy (89%) as they travel through the regions of the country, as well as sun and beach activities (87%), seeing volcanoes (73%) and hiking (63%), among others. The questionnaires were completed by Spanish tourists who visited the country and were multiple-choice