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!
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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