UPDATE CAMPAIGN


Costa Rica looks ahead


Te Costa Rica Tourism Board (ICT) has


partnered with the United Nations World Tourism Organization (UNWTO) and CNN International to launch a new campaign: “Essential Costa Rica. My Choice, Naturally.” Launched on 3 July 2017, it will run across the U.S., the UK, France, Mexico and Canada. Tis new advertising campaign will go


beyond promoting traditional products in traditional ways. Mauricio Ventura, Costa Rica’s Minister of Tourism, explains that while the responsibility of promoting the image of the country as a dynamic tourist destination rests on the marketing and advertising actions carried out by ICT, it was time to expand their strategies. Te initiative will launch on social media,


digital and television platforms in five regions chosen for their importance in accounting for the largest number of international arrivals into the country. A digital content hub will house articles,


audio and images, with new content rolling out each month throughout the campaign. Videos will capture the visitor’s journey as they speak to locals, try authentic cuisine and participate in a variety of wellness and adventure activities. Te goal is to emphasize Costa Rica as a


complete tourist destination by showing it from the personal perspective of a tourist. visitcostarica.com


Coming up... 25 Paris & London


26 United & Singapore 26 Cruise control


29 One&Only expands 30 Virgin underwater


briefIN


Celebrating Iceland’s volcanic history Iceland’s Lava Centre opens on June 1 in Hvolsvoller, 62 miles east of Reykjavik. It’ll offer interactive displays and exhibits, including earthquake and volcano simulators, lava corridors, geology globes, models of Iceland’s volcanic core, a cinema and a rooftop platform with 360 degree views towards Eyjafallajökull, Katla and Hekla volcanoes. lavacentre.is


SeaWorld Orlando aims high The world’s tallest river rapid drop ride will be opening next year at SeaWorld Orlando. Infinity Falls, a brand new rainforest river experience, is set to open in summer 2018, and will take riders through a lush jungle environment before a vertical elevator lifts each raft for a dramatic launch into the river, 40ft below. seaworldagents.com


22 | asta.org


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