Tourism institute picks Georgia firm to promote country

The Instituto Costarricense de Turismo picked 22squared, an Atlanta, Georgia, advertising agency, to market the country in the United States and Canada, the state agency said Thursday.

The company said that the selection came after a five-month courtship in which 30 agencies were considered.

The campaign is in the multi-million dollar range, the company said. A representative of the tourism institute declined to respond immediately to questions about the monetary value of the contract. The contract is for two years, the company said.

The firm said that it would develop and execute an integrated marketing and advertising campaign to promote Costa Rica as the premier travel destination for North America.

The tourism institute said the 52 firms were considered and there were 10 finalists.

22squared has Marriott as a hospitality client. It also represents Baskin Robbins, CBS Sports, Marriott, Toyota and regional clients.

“Our research shows that out of all the tropical destinations visited by North American travelers, Costa Rica has the most intense advocates. From the natural beauty to the progressive view of sustainability, once you visit you fall in love,” said Richard Ward, president and CEO, 22squared, in a press release. “We plan to tap into that intensity to promote Costa Rica as one of the best travel destinations on earth.”

22squared said it will work with the tourism institute to develop an integrated campaign that includes social and digital media, media buying and planning, and creative. The objective of the 24-month campaign will be to raise awareness in the United States and Canada of Costa Rica’s wide range of tourist offerings, with a focus on cultural and natural heritage, ecological diversity, and adventure and educational opportunities, it said. Particular emphasis will be given to the key feeder markets of California, Florida, New York, Texas, Alberta, British Columbia, Ontario and Quebec, the company added.

The firm said it was the fifth largest independent advertising agency.

A year ago 22squared won Baskin Robbins ice cream company as a client and said that work began with an animated television campaign that capitalized on the brand’s core equities – flavor and fun – and continued through the fall with a social media campaign that included promotions and applications on the company’s Facebook fan page.
22squared has a second office in Florida and employes 268 persons.

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