The Costa Rica Tourism Board has rolled out a new campaign with the United Nations World Tourism Organization and CNN in five markets.

The Costa Rica Tourism Board (ICT) has partnered with the United Nations World Tourism Organization and CNN International to launch essential Costa Rica. My Choice, Naturally. The push extends beyond promoting traditional products, which has been a key approach in the past.

The integrated effort will launch on social media, digital, and television platforms in five target markets. The campaign’s goal is to redefine its identity and validate the position that the getaway is a complete destination by introducing a concept from the personal perspective of a tourist.

An ad campaign of this magnitude is a first for the brand in Europe, specifically England and France. It will also run in Mexico, Canada, and America. According to ICT Marketing Director, Alejandro Castro, said markets account for the largest number of international arrivals into the country.

The ICT and CNN have produced a digital content hub to house feature articles, audio, and images. Content will roll out each month across the duration of the campaign. Told through a social explorer’s perspective, audiences will go on a unique journey to discover what makes the place special.

A series of videos will highlight the hosts’ trail as they interact with the locals, try typical cuisine, and participate in various adventures. Each of the ten videos is set to highlight different locales as well as invite users to learn more about the lifestyle that makes it “the happiest place on earth.”

“We are making a breakthrough with this unique approach. The campaign is sensorial, inspiring, and aspirational in that it depicts a destination that offers authentic travel experiences, which create a sense of well-being in visitors,” said Mauricio Ventura, Costa Rica’s Minister of Tourism.

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