Costa Rica’s Million Dollar Gift of Happiness
Tourism advertising is a $504 million industry; Costa Rica's share of voice was just 0.3 percent of that amount. The business challenge was to increase visits to the country by 5 percent, and to gain a larger share of the conversation. Driven by consumer insight and validated by an international study, we leveraged Costa Rica's position as the happiest country on Earth to export happiness to North Americans.
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