Posts Tagged ‘Board.’
22squared Named Agency of Record for The Costa Rica Tourism Board
Atlanta, GA (PRWEB) January 13, 2011
22squared, the fifth-largest full service independent advertising agency in the United States, announced today that it has been selected as agency of record for The Costa Rica Tourism Board. Following a five-month courtship, 22squared was chosen from a pool of more than 30 advertising firms from across the United States to run a multi-million dollar campaign. Beginning this month, and over the course of two years, 22squared will develop and execute an integrated marketing and advertising campaign to promote Costa Rica as the premier travel destination for North America.
“Our research shows that out of all the tropical destinations visited by North American travelers, Costa Rica has the most intense advocates. From the natural beauty to the progressive view of sustainability, once you visit you fall in love,” said Richard Ward, president and CEO, 22squared. “We plan to tap into that intensity to promote Costa Rica as one of the best travel destinations on earth.”
22squared will work with The Costa Rica Tourism Board to develop an integrated campaign that includes social and digital media, media buying and planning, and creative. The objective of the 24-month campaign will be to raise awareness in the United States and Canada of Costa Rica’s wide range of tourist offerings, with a focus on activation of advocates for their cultural and natural heritage, ecological diversity, and adventure and educational opportunities. Particular emphasis will be given to the key feeder markets of California, Florida, New York, Texas, Alberta, British Columbia, Ontario and Quebec.
“22squared was selected for its excellent reputation among its renowned clients and at the same time sharing the vision of sustainability that encompasses a balance between the natural, financial, capital, human and social fundamentals of the Tourism Development Model adopted and practiced by The Costa Rica Tourism Board,” added Carlos Ricardo Benavides, Tourism Minister, The Costa Rica Tourism Board. “With the creative and innovative advertising that 22squared provides, The Costa Rica Tourism Board looks forward to a great partnership with an agency that will highlight our best tourism practices to the unique and diverse visitors that travel to our beautiful country.”
The Costa Rica Tourism Board is 22squared’s third win in the last 12 months. In February, 22squared became Baskin-Robbins’ U.S. agency of record, triumphing over three larger New York firms. The agency’s work began with an animated TV campaign that capitalized on the brand’s core equities – flavor and fun – and continued through the fall with a social media campaign that included promotions and applications on the company’s Facebook fan page. In April, 22squared was selected as Hard Rock International’s social media partner.
The addition of The Costa Rica Tourism Board allows 22squared to expand their business model to include international marketing, while also growing their travel and tourism practice, a group that includes Visit Florida.
We don’t want to talk to you. It’s not that we have anything against you. In fact, you seem quite delightful. It’s just, we don’t think talking to people is a particularly effective form of communication. Instead, we like to talk with people, see what they’re interested in, and then have a two-way conversation. We do the same with brands. We find what people are interested in, and then help insert our brands into the conversation. The result is work that gets people talking, and makes brands grow. We call it the Friendship Model™, and we apply it across all media, for clients as diverse as Baskin-Robbins, Buffalo Wild Wings, The Costa Rica Tourism Board, Florida’s Natural Growers, Lincoln Financial Group, Publix Super Markets, Shoe Carnival and Southeast Toyota Distributors. If you’d like people to start talking about your brand, look us up at 22squared.com and join us on Facebook and Twitter. We’re looking forward to the conversation.
About The Costa Rica Tourism Board
The Costa Rica Tourism Board, created in 1955, is an autonomous institution of the State, responsible for regulating the tourism activity in Costa Rica and promoting Costa Rica’s tourism attractions and destinations both at a national and international level. The Costa Rica Tourism Board creates tourism norms, regulations, incentives and grants the tourist declaratory for Costa Rica’s hotels, travel agencies, rental cars and other tourism organization and service provider. For general travel or tourism information about Costa Rica, contact The Costa Rica Tourism Board directly at 1-866-267-8274 or visit their web site at visitcostarica.com or follow us on Facebook, Twitter and YouTube.
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