COSTA RICA LAUNCHES INNOVATIVE INTERNATIONAL PUBLICITY CAMPAIGN AND REVOLUTIONIZES ITS TOURISM ADVERTISING, October 6, 2011

Strategy promotes tourism sustainability and an authentic connection with the communities. The campaign will extend from October of this year until February 2013 with a total investment of $6.4 million. The Costa Rica Tourism Board has officially committed to setting its tourism destination apart by launching an international campaign for the United States and Canada market. In order to look for an innovative concept that is different from the publicity campaigns currently being used by other destinations, the ICT publicity agency in the United States, 22 Squared, developed the campaign Costa Ricas Million Dollar Gift of Happiness, which is based on sharing Costa Ricans happiness. Tourism Minister Allan Flores assured that Costa Ricas campaign goes beyond traditional publicity; it aims to break standards and transcend time, thereby leaving its mark on history and on how life is perceived. Today we have undertaken the challenge of betting on creativity and innovation. It is time for us to show the world who we are: a country with a definite commitment to sustainability, a destination praised for our quality of life and mainly for our human warmth, and a place that captivates, surprises and enchants, pointed out Flores. He furthermore highlighted that Costa Ricas Million Dollar Gift of Happiness marks a milestone in the countrys international marketing as it has become a creative way of using tourists experiences to multiply recommendations for visiting the destination. According to the Happy Planet Index (www.happyplanetindex.org) that measures aspects such as well-being, life expectancy, and ecological footprint, Costa Rica is the happiest country in the world. This index establishes the country as enjoying the highest human wellbeing measured worldwide, the second longest average life expectancy in the New World, and having attained an admirable ecological footprint, all elements that combined allow Costa Ricans to be satisfied with their lives. Moreover, the investigation conducted by Gallup World Poll and published by Forbes magazine reported that Costa Rica is the happiest country on the American continent and the sixth happiest worldwide after Denmark, Finland, Norway, Sweden, and Holland (www.forbes.com). Sharing the happiness The high satisfaction that tourists express when visiting our country, together with hospitality and the Tico way, inspired the international campaign to focus on sharing this happiness; therefore, instead of investing solely in advertising spots in traditional media as was done in the past, they decided to allocate part of the countrys advertising budget towards generating unique experiences that benefit the national tourism industry and encourage tourists to recommend the destination. In the first phase of this campaign, a five-month promotion has been started (from October of this year to February of 2012). In this stage, the campaign will focus on social networks given

that the greatest potential of tourists from both countries are highly technologically savvy and will be able to effectively receive the message. Internet users will participate in raffles to travel to the country. Trips will be given through various channels: via Facebook, a trip will be given daily (from Monday to Friday) to one winner and a companion, until 80 trips have been given; in other words, 160 tourists will win a trip. Likewise, individuals who need happiness in their lives will also be selected via a constant monitoring of social networks and the news. Additionally, key people will also be chosen who deserve to be awarded for defending different causes related to promoting happiness in others or sharing Costa Rican values. This aspect will benefit 95 more people. The perceived value of these prizes is a million dollars although the real value is less given the special rates offered by the private sector for this promotion. Winners will have six months to take their trip. The first stage of the campaign (from October 2011 to February 2012) represents an investment of $2.9 million and includes the costs of the advertising, trip packages, and the advertising spots in the media. For the second stage (from March 2012 to February 2013), the campaign will focus on positioning Costa Rica and the investment will total $3.5 million. The total investment for this campaign will be $6.4 million. Promoting sustainable tourism Assistant Manager and Director Mara Amalia Revelo explained that the campaign will promote tourism sustainability as only those tourism businesses with the highest levels of the Certificate for Sustainable Tourism (four and five stars) were chosen. The CST is a standard promoted by our country through which businesses prove their explicit commitment to sustainably managing their activity. A great opportunity lies within this campaign to connect with and educate potential tourists about the diversity and richness of the Costa Rican experience. Our work with the private sector and the intense planning required by this campaign will not only allow tourism attractions to be enjoyed, but it will also promote an ecological and environmental conscience, respect for local culture, and participation in the communities, which is what most captivates the tourist: the manner and way of life of the Costa Rican, highlighted Revelo. Costa Ricas Million Dollar Gift of Happiness aims to encourage dialogue about Costa Rica, have people exchange experiences via social networks, and recommend the destination and a repeat visit, thereby taking full advantage of the advertising budget that is considered limited in the target market. The advertising campaigns in other destinations resemble one another, which is why we want to break the norm and set ourselves apart. We have a clearly defined mission which is sharing Costa Ricans happiness. With this campaign, we will amplify the voice of people who recommend Costa Rica as a tourism destination, thereby achieving the multiplying effect that creates revenue for our tourism industry and unforgettable experiences for those who visit us, asserted Revelo.

COSTA RICA CELEBRATES ART, CULTURE AND NATIONAL PRIDE WITH 13TH EDITION OF ITS WORLD - FAMOUS INTERNATIONAL ARTS FESTIVAL, March 16, 2012

MORE THAN 2,000 ARTISTS FROM 28 COUNTRIES AROUND THE WORLD WILL PARTICIPATE IN THIS YEARS EVENT Art, dance, theatre and music will take over Costa Ricas Parque Metropolitano La Sabana from March 1 25 during the countrys 13th annual International Arts Festival. Organized by the Ministry of Culture and Youth and the National Theater of Costa Rica, this annual event serves to promote and strengthen artistic development, as well as cooperation among artists, countries, civil organizations, embassies, public institutions and private companies. This year, Costa Ricas International Arts Festival will feature participation from the embassies of Brazil, Colombia, El Salvador, Mexico, Panama, the United States, Dominican Republic, Venezuela, Netherlands, Spain, Israel, Russia, France, Switzerland, Germany, Bhutan, Benin and the Republic of Korea, who will serve as the events guest of honor. We are extremely excited to host this international event, which counts on the participation of so many distinguished and accomplished artists, commented Ireth Rodriguez, deputy manager and director of marketing for the Costa Rica Tourism Board. We look forward to celebrating such an integral and important part of our culture with our partners from around the world. The festivals programming includes multiple theatre, street theatre, dance, music, circus and poetic performance, featuring close to 320 events scheduled in 30 different areas. For the first time in the festivals history, the Museums and Galleries Route will be initiated on March 1, offering the public 30 days of national and international art on one stage in San Jose, Costa Rica. The event will also feature a Family Festival in La Sabana Boulevard and an Under the Stars film festival. Furthermore, El Parque La Libertad will open its doors for 10 days to all the communities of southern San Jose, where residents can enjoy workshops, music, dance, cinema, etc. This years festival will feature musical performances by Calle 13 from Puerto Rico, the Alan Parsons Live Project from England, and Joaquin Asiain of Spain, while dance and theatre performances will include Malanoche courtesy of La Trinchera de Ecuador, La Mujer Justa from the Round Theatre of Uruguay and Sinergia from El Salvadors National Dance Company, among others. For more information about the 2012 edition of Costa Ricas International Arts Festival, please visit: www.festivaldelasartes.go.cr or www.facebook.com/fiacostarica.

THE WHALE AND DOLPHIN FESTIVAL 2011 IS COMING, September 9, 2011

The Association of Tour Operators of Ballena Bay, the Ballena Coast Tourism Board with

the support of the ICTs Regional Office in the South Pacific, are organizing the III Whale and Dolphin Festival. The event will be taking place September 9th through 11th and 16th through 18th in the Ballena Marine Park, Uvita Sector. This festivals objective is to wake the interest of the locals regarding the threat to whales and dolphins, as well as to attract visitors so that the town can benefit from tourism. Various activities will be carried out such as live music concerts, parades, children workshops, art exhibitions, child face painters, food sales and affordable tours. September 9th at 8 a.m., the festivals inauguration will take place at the Bays community hall. Everyday, starting at 7:30 a.m. whale watching tours will be scheduled. The closure of the III Whale and Dolphin Festival will take place on Sunday, September 18th, starting at 7:30 a.m., at the areas community hall. For more information: 2787-00-87, Ballena Coast Tourism Board.