Philips
Colombina
Philips
Colombina
Costa Rica
Tourism Marketing Campaign
Turning a Destination Into a Story Worth Sharing
For the Costa Rican Tourism Institute, SRP partnered with Burson-Marsteller to develop an integrated campaign for the U.S. market.
Our work combined advertising, digital communication, promotional activations, and public relations to do more than promote a destination. It was designed to capture attention, spark conversation, and generate earned media.
The most successful tourism campaigns don't just inspire travel. They inspire people to tell the story.
The Challenge
Standing Out in a Competitive Travel Market
Costa Rica was already recognized as one of the world's leading ecotourism destinations.
The challenge was to transform that awareness into preference and action within a highly competitive international travel market.
The campaign needed to reach potential travelers while also engaging journalists, editors, travel media, and industry professionals who could amplify the destination through their own channels. Photography alone wouldn't be enough.
We needed to create a communication idea that felt authentic, memorable, and unmistakably Costa Rican.
In public relations, communication materials shouldn't simply carry the story. Sometimes, they should become the story.
The Solution
Designing an Experience Worth Talking About
We developed a creative platform inspired by Costa Rica's biodiversity, natural textures, wildlife, and spirit of discovery.
At the heart of the campaign was an unconventional press kit inspired by the Guanacaste tree, Costa Rica's national tree.
Rather than delivering information inside a traditional folder, we created a dimensional experience presented in natural burlap packaging. Leaf-shaped pieces, illustrated wildlife, destination information, and interactive elements invited journalists to explore the destination before even reading about it.
The campaign extended across digital advertising, promotional partnerships, event displays, and materials supporting the "Million Dollar Gift of Happiness" initiative, creating one cohesive communication ecosystem across paid, owned, experiential, and earned media.
The Guanacaste leaf wasn't simply packaging. It became the campaign's most memorable communication tool.
The Result
From Campaign to Conversation
The result was an integrated tourism platform that positioned Costa Rica not only as an extraordinary destination, but also as a compelling story for the media to tell.
The digital campaign generated visibility among potential travelers, while the press kit gave journalists and industry stakeholders a distinctive reason to engage with the destination.
By transforming information into an interactive brand experience, the campaign extended its impact well beyond traditional advertising and reinforced Costa Rica's positioning through earned media.
Through strategy, storytelling, design, digital communication, and dimensional packaging, SRP helped communicate one of Costa Rica's greatest competitive advantages: An authentic destination whose natural beauty, energy, and happiness require no artificial ingredients.