Esencial Costa Rica–Costa Rica’s New Brand
Esencial Costa Rica
Costa Rica’s Tourism Board (ICT) together with the Ministry of Foreign Commerce (COMEX), the Foreign Commerce Promotion Board (Procomer) and the Costa Rican Coalition of Development Initiatives (CINDE) have created a new brand to promote the country. The slogan Esencial Costa Rica is designed to appeal to tourists as well as business investors who want to set up shop here and also people who are looking at Costa Rica as a place to retire.
The International Firms Burston Marsteller, Future Brands and QRI Consulting were hired to develop the strategy and came up with these pillars of the brand that represent the essence of Costa Rica and its people:
- Quality of Life
- Natural Beauty
- Peace and Human Rights
- Human Talent
- Biodiversity
- Sustainability
