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Visit Costa Rica connects with Singing Sloths

3/17/2015

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With over 20 years in entertainment and tourism advertising and marketing experience, it is rare that a tourism campaign engages my attention and admiration as much as this one has.  

Visit Costa Rica connects the need for a vacation with the pathetic lifestyle of most Americans who don't use their vacation days. Costa Rica's wildlife treats Americans as the the true endangered species with SaveTheAmericans.org, a flip of the "people for animals" PSA, it's now the "animals for the people." The message is driven home through a lushly produced video and a website that looks more like an NGO's than that of a Visitors Bureau. The only thing that seems to be missing is a DONATE NOW button.  Moreover, the creators of this campaign have given their campaign "legs" making it extendable to other countries like Canada, e.g. "Save The Canadians." Brilliant!
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