Costa Rica will be promoting its tourism potential during the World Cup soccer matches.
The Instituto Costarricense de Turismo and the Promotora del Comercio Exterior said that the BBC in the United States and Canada will air 168 20-second spots during 54 soccer matches over three weeks as part of the deal.
The country also is buying an ad in The New York Times magazine that will be distributed Sunday.
The country will be represented in Spain, Germany and the United Kingdom through local television networks, an announcement said.
For Promotora, the World Cup is a chance to promote its new essential Costa Rica trademark.
No cost was given for the television and print campaign. The tourism institute paid $500,000 to air spots during the Winter Olympics in an effort to raise its Web site ranking.
There was no indication with the current campaign how success will be evaluated.