Costa Rica’s Million Dollar Gift of Happiness

Wed, 22 May 2013 00:00:00 -0400
Effie Awards

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.