QCOSTARICA TRAVEL – Last year, the Costa Rica Tourism Board (Insituto Costarricense de Turismo – ICT) and its agency 22squared launched the “Save the Americans” campaign to convey the message that Americans in Canada and the U.S. are overworked and under-vacationed, and Costa Rica is the solution for their vacation deprivation.
Now this campaign is taking to the streets. The concept brings Costa Rica to Los Angeles by using window washers and their suspended platforms to deliver messages with the campaign’s spokesperson, the sloth.
“Since there’s a heavy portion of our target audience in L.A., and there are direct flights to Costa Rica, L.A. seemed like a perfect fit,” says Curt Mueller, SVP, group creative director, at 22squared.
“Our mission is simple: Use Costa Rican animals, like the sloth, to convince overworked Americans to come to Costa Rica for a much-needed vacation. So, with ‘Save the Americans’, we’ve challenged ourselves to find innovative ways and new places to reach these Americans.
We’ve reached them through music videos, a Twitter campaign called ‘Endangered Tweets’, sand sculptures near Wall Street in New York City, and now, in office buildings in downtown LA.
The campaign appears on 3333 Wilshire Blvd, a 13-story office building, as well as on the ground … continue reading