Costa Rica launches its promotional plan in Italy with AIGONews 19 May 2017
AIGO has been selected by Instituto Costarricense de Turismo – Costa Rica Tourism Board to be the countries Italian representative.
“The decision to invest in the Italian market was a natural choice: we strongly believe in European markets, and for this reason we developed a medium-term strategy with the support of Pangaea Network. The Italian market has responded well to our previous promotions, however it still has the potential to contribute greatly to the ambitious growth targets we have set. Over the past seven years, arrivals from Italy recorded show year on year positive growth: in 2016, we welcomed almost 30,000 Italian visitors, with an increase of 5.5% compared to the previous year” says Alejandro Castro Alfaro Marketing Director of Costa Rica Tourism Board, who continues “We are confident that thanks to the partnership with AIGO we will be able to continue to increase growth by making our destination known to all Italian travelers, and of course giving continuity to trade partners that we have been working with.”
“We are pleased to start this new cooperation, promoting for the very first time Costa Rica in Italy, an amazing destination with huge potential” commented Massimo Tocchetti, AIGO President who added “We have prepared an intensive plan of activities including a mix of marketing, PR, cooperation, communication and social media interaction which aims to promote Costa Rica’s eco-sustainability and highlight the rich heritage and authentic experiences that the country offers.”
The initial activation plan envisions extensive consumer and trade research to better understand the current market conditions; a robust training program for trade, included; a PR and digital PR program to position the destination in key on and offline media avenues, including but not limited to a direct consumer integrated campaign. Promotional activities will cover all booking periods starting from May until the end of the year.