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Export Case Study: Four Communications

/ March 27th 2020
Exports and International Trade

Business: Four Communications

Client: Costa Rica Tourism

Campaign: ‘CostEureka!’

When Costa Rica decided to target British tourists, it turned to Four for its first-ever UK campaign.

Four’s insights team established that the destination was an optimal match for a fast-growing group – the Pioneering Traveller.

This environmentally conscious group would naturally be attracted by the country’s volume of biodiversity and its incredible rainforests. But their key insight was that this would be a place for those who wanted to be ‘first in’ and take credit for their inspired choices. Four’s compelling proposition was therefore ‘discovery’, brought to life by the headline CostEureka!

In execution, Four developed a stunning campaign using images of wildlife, from tree frogs to whale sharks, deployed in large format outdoor media sites in areas, such as railway concourses and underground platforms. This was further supported in radio and digital advertising.

The integrated campaign included advertising, trade marketing and highly successful partnerships with Lonely Planet magazine, Berghaus and the Eden Project, together with display sites at World Travel Market.

The results were extraordinary.

Within the first six months, arrivals from the UK had increased to almost 50,000, representing a 50% increase. By the end of the year this had further increased to 75,000, making the UK the most important source market in Europe.

This case study is featured in our UK Advertising Exports Report, which you can download here.

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