Costa Rica Tourism Board

22squared *Lead Agency

Peter Kehr, Art Director
Brandon Murphy, EVP, Chief Client Officer
Curt Mueller, Group Creative Director
John Stapleton, EVP, Chief Creative Officer
Danielle Zubriski, Business Manager
Ashley Keetle, Account Director
Bryan Jameson, Executive Producer
Julie Kaufman, Art Director
Will Zschau, Copywriter
David Yeend, Brand Strategy

The Mill

LCA Productions

Wool & Tusk

Tourism is the lifeblood of Costa Ricas economy. They needed to reverse a dead-flat trend in visitation, and do it with a flat budget and less than 1% share of voice in the category. The category-defying solution was to address a growing issue in America: People are overworked and under-vacationed. Costa Rica used the animals of Costa Rica to deliver the bold message that Americans need saving. It worked: During the campaign, visitation to Costa Rica grew by 4%, and revenue increased by almost $46 million.