22squared, The Costa Rica Tourism Board Launch Costa Rica's Million Dollar Gift of Happiness Campaign

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Partnership to Provide $1 Million in Trips to Happiest Country in the World, Will Drive U.S., Canadian Travel to Costa Rica

Costa Rica launches Million Dollar Gift of Happiness campaign

Costa Rica's Million Dollar Gift of Happiness

The Gift of Happiness campaign will amplify visitors’ vast, positive word-of-mouth to encourage tourists in the United States and Canada to experience all Costa Rica has to offer.

Today, advertising agency 22squared and The Costa Rica Tourism Board kick off Costa Rica’s Million Dollar Gift of Happiness campaign. From October 6, 2011, to February 5, 2012, Costa Rica will give away $1 million worth of gifts of happiness in the form of weeklong Costa Rica vacations to people in the United States and Canada. The campaign will promote Costa Rica as the happiest country in the world and inspire travelers to enjoy the country’s natural beauty and adventure, and share their experiences with their friends via social media platforms.

“Costa Rica’s welcoming, happy culture is infectious and inspiring, and visitors leave as passionate advocates for the country’s heritage, ecological diversity and adventure,” said John Stapleton, chief creative director, 22squared. “The Gift of Happiness campaign will amplify visitors’ vast, positive word-of-mouth to encourage tourists in the United States and Canada to experience all Costa Rica has to offer.”

For the Gift of Happiness campaign, 22squared created work across print, digital and social media platforms. Gifts of Happiness will be given away via Costa Rica’s official Facebook page, where fans will be greeted by the country’s new mascot, a particularly laid-back sloth. In addition, 22squared and The Costa Rica Tourism Board will comb Twitter, Facebook, blogs, news outlets and other online sources for people who could benefit from a gift of happiness, who share Costa Rica’s values and who demonstrate the country’s belief in Pura Vida – everything good in life.

“The Gift of Happiness campaign reflects Costa Rica’s Pura Vida culture,” added Allan Flores, Minister of Tourism, The Costa Rica Tourism Board. “Through creative, innovative advertising from 22squared, we’ll highlight our country’s unique and diverse destinations and increase travel to our beautiful country.”

Recipients of a Gift of Happiness will select one trip from a group of five themed Costa Rica travel packages: Adrenaline Happiness, Adventure Happiness, Authentic Happiness, Romantic Happiness and Wild Happiness. These trips are designed to give visitors a taste of everything Costa Rica has to offer and will feature experiences like zip-lining, surfing, wildlife encounters, interactions with indigenous communities and visits to volcano-fueled hot springs. Fans of Costa Rica can preview each of these trips via five themed videos on the country’s official Facebook page.

About 22squared
22squared is an 89-year-old independent agency with a startup mentality. We help our clients cut through the grey of complexity with a black and white perspective by encouraging brands to choose an enemy that gives them a potent and provocative reason for being, one that consumers can get behind and talk about. We apply this approach and other proprietary conversation strategies to create exponential ideas for Baskin-Robbins, Buffalo Wild Wings, The Costa Rica Tourism Board, Florida’s Natural Growers, Publix Super Markets, Inc., Shoe Carnival, Southeast Toyota Distributors and other iconic brands. If you’d like people to start talking about your brand, check us out at 22squared.com. We’re looking forward to the challenge.

About The Costa Rica Tourism Board
The Costa Rica Tourism Board, created in 1955, is responsible for promoting Costa Rica as a tourism destination nationally and internationally; establishing tourism norms, regulations and incentives; and certifying Costa Rica’s hotels, travel agencies, rental cars and other tourism service providers under its world-renowned Certification of Sustainable Tourism program. For travel information about Costa Rica, contact the Costa Rica Tourism Board directly at 1-866-267-8274, visit VisitCostaRica.com or follow us on Facebook, Twitter or YouTube.

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