ICT campaigns to promote tourism and inspire connections with the essential things in life receive award in United States


  • The HSMAI Adrian Awards recognized the work carried out to promote tourism during 2020, a year marked by the COVID-19 pandemic. 
  • The gala was held online from the United States, adapted to the new normal.

Wednesday, March 24, 2021- Two campaigns launched by the Costa Rican Tourism Board for the US and Canadian markets were recognized at the 2020 HSMAI Adrian Awards, held on the evening of March 23 from the United States.

The awards were given to the Costa Rica Essential Tool Kit, which won gold in the Recovery Strategies category, which was exclusively related to the COVID-19 pandemic. Meanwhile, Only the Essentials took the bronze in the Integrated Market Campaign category.

Both projects were launched in 2020 with the objective of inspiring people to connect with the essential things in life following the radical change in people’s lives caused by the pandemic, with the tourism industry one of the most affected. The campaigns were also used as promotional messages throughout the gradual reopening as it began to unfold.

“Keeping Costa Rica front of mind for travelers has always been the goal of our strategies in priority markets such as the United States an Canada,” said Carolina Trejos, Marketing Director of the ICT. “Receiving these two awards for campaigns carried out in these countries affirms the work that we have done, which we must continue in order to promote the country as a sanctuary for sustainability and the ideal place to heal after these difficult months.”

The HSMAI Adrian Awards have been given out for 63 years and seek to recognize excellence in hospitality advertising, digital marketing and public relations.

This year’s awards sought to highlight best practices, innovation and community in categories related to the response to the coronavirus crisis.

What were the campaigns?

Only the Essentials, a campaign launched by the ICT on September 2, 2019 to promote Costa Rica in the United States and Canada, was adapted following the events of 2020 with a video reminding travelers that the country would be ready to receive them once the crisis was over.

The video, entitled “We’ll Be Here”, was later joined by another video when air travel resumed, called “Back to Pura Vida”.

This is the second award received for the campaign, which received a silver medal in Destination Marketing at the Travel Weekly Magellan Awards.

Only the Essentials was created by the US advertising agency MMGY, which proposed a personal connection with the truly essential things in life, which is what Costa Rica offers through a wide variety of tourism and travel experiences.

Meanwhile, The Costa Rica Essential Tool Kit was carried out by the NJF public relations agency, and consisted of Costa Rican items that could be experienced from home, including a wellness box with products like Pura Vida hats and bilingual coloring books, which were provided to journalists from media outlets working in the family segment, including AFAR, Boston Globe, Calgary Herald, Elite Family Traveler, Condé Nast Traveler, Journal de Montreal, Outside, Elle Quebec, Today’s Parents and Fodor’s Travel, with the goal of providing travelers with an escape and a reminder of what the country has to offer.


Última Modificación: 16/04/2021.
Instituto Costarricense de Turismo