Pura Vida Costa Rica Campaign. Newlink Group Brand Reputation

Pura vida, Costa Rica

Pura Vida Madrid resolved Costa Rica’s visibility challenge with a powerful idea, well-segmented execution, and measurable impact.

Client

Costa Rica Tourism

Location

Spain

Programs

Brand Reputation

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Challenge

Costa Rica’s main challenge was to increase awareness and consideration of the destination in Spain, particularly in fast-paced urban contexts like Madrid. While already associated with nature and adventure, the country’s potential as a transformative experience — rooted in emotional value, sustainable lifestyle, and the spirit of Pura Vida — was not yet recognized.

The campaign unfolded in two phases, blending disruptive creativity, emotional storytelling, and an omnichannel strategy.

Solution

The campaign unfolded in two phases, blending disruptive creativity, emotional storytelling, and an omnichannel strategy. A teaser video showed a giant sloth on Madrid’s Callao Square, sparking intrigue without brand attribution and amplified by influencers and paid media. This led into the main spot, where the sloth wandered through Madrid embodying the Pura Vida attitude, inviting people to slow down and embrace authentic well-being. The campaign was supported by influencer marketing, multichannel digital activations (YouTube, TikTok, Instagram, Smart TV, interactive landing), OOH, Movistar TV, and national mentions on Antena 3 and La Sexta.

A teaser video showed a giant sloth on Madrid’s Callao Square, sparking intrigue without brand attribution and amplified by influencers and paid media. This led into the main spot, where the sloth wandered through Madrid embodying the Pura Vida attitude, inviting people to slow down and embrace authentic well-being. The campaign was supported by influencer marketing, multichannel digital activations (YouTube, TikTok, Instagram, Smart TV, interactive landing), OOH, Movistar TV, and national mentions on Antena 3 and La Sexta.

Results

Pura Vida Madrid resolved Costa Rica’s visibility challenge with a powerful idea, well-segmented execution, and measurable impact: over 31 million impressions, an 83% VTR, and more than 52,000 clicks, all reinforcing the destination’s values and cultural relevance.