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Destinations Central & South America

Costa Rican Travel Companies Add Country’s Brand to Marketing Materials

Skift Take

Broader use of the country brand is good for companies that can promote the official stamp and Costa Rica, which can further brand itself as an eco-friendly destination.

— Samantha Shankman

The Costa Rican Tourism Board (ICT) on Thursday confirmed approval of the first applications for the use by tourism businesses of the country’s brand, “Essential Costa Rica,” in advertising, corporate communications and promotional events.

The first group of 17 companies includes hotels, car rental agencies, travel agencies and tours operators who now are authorized to use the brand’s graphic elements to promote businesses, both in Costa Rica and abroad.

“We are confident that a well-positioned and managed country brand will help promote economic and social growth of the tourism industry,” ICT’s Marketing Director Alejandro Castro said.

The companies obtained the licenses by complying with requirements in a process that began on April 21, following approval of regulations for the brand use. The country brand concept was presented by tourism officials last September.

A license authorizes use of the country brand on websites, email signatures, printed stationary, offices, vehicles and mass advertising in printed media, radio and TV.

Business owners interested in applying for a license can download an application form and licensing regulations at the ICT’s website. Documents are available in Spanish only, but bilingual staff is available at the ICT.

(c)2014 The Tico Times (San Jose, CRI). Visit The Tico Times (San Jose, CRI) at www.ticotimes.net. Distributed by MCT Information Services.

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