After being recognized as one of the happiest countries in the world by the Gallup World Index and the Happy Planet Index, the Costa Rica Tourism Board (CRTB) launched an innovative advertising campaign titled “Costa Rica’s Million Dollar Gift of Happiness.” From October 6, 2011 to February 5, 2012, the Costa Rica Tourism Board will spread happiness throughout the United States and Canada by gifting $1 million dollars in week-long vacations to Costa Rica. Not only does the campaign serve to educate travelers about Costa Rica’s standing as one of the happiest places in the world, it aims to inspire travelers to explore the country’s natural beauty, thrill-seeking adventures and sustainable tourism practices.
The multifaceted campaign features print, digital and social media elements, culminating in several trip giveaways through the Costa Rica Tourism Board’s facebook page. See: https://www.facebook.com/visitcostarica.
Twitter, influential blogs and popular news outlets are also being used as sources to find travelers who share Costa Rica’s values, and who, of course, would benefit from a gift of happiness.
Recipients of the week-long Costa Rican vacations have the option of selecting a trip from a group of exciting themed travel packages, including Romantic Happiness (romance), Adventure Happiness (soft adventure), Wildlife Happiness (nature), Adrenaline Happiness (extreme adventure) and Authentic Happiness (culture). Each vacation package is specially designed to showcase some of Costa Rica’s unforgettable experiences, such as zip-lining, surfing, wildlife encounters, interactions with indigenous communities and travel to volcano-fueled hot springs.