Tourism institute planning North American campaign

The Instituto Costarricense de Turismo plans to launch a major advertising campaign Thursday for North American markets with a virtual press conference. The event will be carried online at noon eastern standard time that day at thisLINK.

The event appears to be in the hands of Burson-Marsteller, a major advertising and consultancy agency. The firm is a part of Young & Rubicam Brands. The company signed a two-year contract with the Costa Rican tourism agency in late 2007, but there has been no announcement of a new advertising agreement.

The objective of the 24-month campaign was to raise awareness in the United States and Canada of Costa Rica’s wide range of tourist offerings, especially ecotourism, adventure tourism and educational travel. Particular emphasis will be given to the key feeder markets of New York, California, Texas, Florida, Pennsylvania, Ontario, Quebec and British Columbia.

Earlier this year Burson-Marsteller was identified as the tourism institute’s public relations agency.

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