Luis Guillermo Solís, who took Costa Rica’s presidency in 2014, has travelled abroad more than 30 times, to 25 different countries, since he took office. This led the press and the citizens of the country to call him the “Travelling President”. In fact, Solís has traveled more than any elected politician in Costa Rican history.
This unusual behavior led ad agency McCann San Jose to partner with the largest travel agency in the country, Destinos (“Destinies”), and launch the “Fly Like A President” promotion, which offered special travel deals to Costa Ricans who, just like their president, wanted to get to know different places around the world.
The centerpiece of the campaign was a dedicated website
that was updated in real time with the Presidential agenda; all of the countries visited by Luis Guillermo Solís led to travel offers in more than 20 different destinations in the Americas, Europe, Asia and Africa.
A Twitter feed allowed for a direct communication channel with the President – the feed promoted news about all of the destinations avoided by Solís, but that were in the forefront of innovation in terms of humans rights, economics, sustainability and hazard prevention.
“Since the presidential agenda was perceived by everyone as being dictated more by the president’s personal interest, rather than his duties as the nation’s leader, we wanted the page to be a platform through which Costa Ricans could also benefit from his itinerary,” said Huelander Escalante, chief creative officer, McCann San José. “We also gave some suggestions of places that indeed deserved the President’s visit, since those countries have programs and policies that can inspire our government and benefit the population at large.”
Since launch, the follow-the-President website registered 1.5 million visits – in a country of just four million people. The associated Twitter feed attracted 67,000 followers and generated over 4,700 tweets directed to the president, making him a national trending topic. Altogether, the fly-like-a-President topic generated more than 1.3 million social media interactions.
Most importantly, Destinos travel agency sales revenue rose 38% - and the campaign took place during the country’s travel off season.
Creative Agency: McCann San José
Copywriter: Ernesto Villalta
Art Director: Oscar Paredes
Site Developer: Luis Cieza
General Creative Director: Huelander Escalante