Tourism institute targets Chicago, New York and Frisco

An apparent traveler walks past a tourism institute mural in San Francisco. Photo: Instituto Costarricense de Turismo

The Costa Rica tourism institute has targeted three cities for a winter campaign.

The first is San Francisco where the institute authorized the posting of a large mural in the Powell street metro station.

The other two cities are New York and Chicago where billboards have been erected with 12 different scenes reflecting tourism in Costa Rica.

Also in New York, the institute said that it contracted with CBS to run a 125-second video on its giant Times Square screen. That ran 1,152 times in the scheduled 32 days, said the Instituto Costarricense de Turismo.

The institute did not give the costs associated with these projects. In the past, the institute has used advertising on U.S. buses.

Carlos Ricardo Benavides, the tourism minister, pointed out that the average U.S. tourist takes three months to decide on a vacation and spends two more months getting ready. So this campaign, which began in December and runs through February is aimed to promote tourism in the middle and end of the year.

The ministry said that the Powell Street station sees 300,000 passersby a day.

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