DIAY JACINTO by Comunicacion Corporativa Ketchum for COSTA RICAN TOURISM BOARD

DIAY JACINTO

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Industry Environmental & Animal Issues
Media Promo & PR, Case study
Market Costa Rica
Agency Comunicacion Corporativa Ketchum
Creative Director Larissa Coto
Released August 2012

Credits & Description

Category: Public Sector
Advertiser: COSTA RICAN TOURISM BOARD
Product/Service: TRASH MANAGEMENT
Vice President: Edgar Mata (Comunicación Corporativa Ketchum)
Account Executive/Creative: David Fallas (Comunicación Corporativa Ketchum)
Creative Director: Larissa Coto (Comunicación Corporativa Ketchum)
Art Director/Creative: Oscar Jiménez (Corte y Confección de Ideas)
Ilustration/Design: Mario Espinoza (Corte y Confección de Ideas)
Music Design: José González (Corte y Confección de Ideas)
Media placement: Advertising Expectation Campaign - Press, Outdoor, Radio, TV Film - September 7, 2010
Media placement: Social Network - Blog, Facebook, Twitter, You Tube - September 7, 2010
Media placement: Press Conference - Local media (Newspaper, Radio News, TV News, Internet News) - September 16, 2010
Media placement: Street Event - Central Park, Public Venues - September 27, 2010
Media placement: Advertising Campaign - Press, Outdoor, Radio, TV Film - September 27, 2010

Summary of the Campaign
Tourism is Costa Rica’s main economic activity; however, the country’s image has been negatively affected by various factors such as worsening security, infrastructure and pollution.

At present 4,500 metric tons of solid waste are generated per day. Approximately 30% of this waste lies exposed on streets, and lots of other public places, which is then dragged by rain to gutters and rivers, until it finally finds its way to the ocean.

In 2010, the Costa Rican Tourism Board developed a national campaign to raise greater social and environmental awareness, aimed at improving the country’s tourism product. To this end, it reinserted the character “Jacinto Basurilla,” created by the Tourism Board back in 1981.

Jacinto Basurilla is an antihero who represents the poor habits practiced by Costa Ricans of throwing waste products in inappropriate places. The strategy was to render the character and the campaign traits that are very close to our culture, allowing people to identify them with his message.

From September through December we developed ATL and BTL communications, public relations actions, and an important web component. Children, young people and adults identified themselves with this campaign, and joined forces in “putting trash in its place.”

The Situation
The Costa Rican Tourism Board (ICT, by its Spanish acronym) is a state organization that seeks to promote global development of tourism aimed at improving the living conditions of Costa Ricans, maintaining a balance between economic and social aspects, environmental protection, culture and infrastructure.

Costa Rica is internationally renowned as a leader in Sustainable Tourism; however, in recent times poor waste management has negatively affected the country’s image. According to a survey conducted by the ICT, "trash" was third on the list when tourists from abroad were asked what they disliked most about the country.

The Goal
Since this is a "nationwide issue," the campaign targeted all Costa Ricans, regardless of age or social status. A previous study showed that people believe that the problem arises due to Costa Ricans’ attitude; nonetheless, they refuse to accept their responsibility.

Our objective was to raise a greater social and environmental awareness, as well as take specific corrective actions to deal with the bad habit of discarding waste in inappropriate places, aimed at improving the country’s tourism product.

The Strategy
The strategy was to give the character and the campaign traits that were very Costa Rican, thus achieving a greater identification with the population.

Colloquial language was used and the character was placed in some of the country’s best known venues. One of the main communications aspects was the use of the term "Diay," a colloquial word used in different contexts, but mainly implying a complaint.

“Diay, Jacinto” sought that Costa Ricans adopt this term, by means of a global communications strategy that included: a mass media campaign, public relations actions, social network strategy, ATL, BTL, and the Internet.

From September through December we developed ATL and BTL communications, public relations actions, and an important web component.

Execution
Mass Media:
The media used were: Television, radio, print media, sidewalk billboards, giant billboards, banners, and food court tabletops at the malls.

Public Relations:
- Placement of signs with the phrase “Diay, Jacinto” in places where waste products are inappropriately disposed of.
- A proactive media action was conducted which included launching a press conference and press releases during the campaign.
- A strategic alliance was struck with the Terra Nostra Association, Technical Consultant for the campaign.
- A special Clean up Day was organized.

Street Events: A Jacinto Basurilla costume was created and we coordinated a total of thirty shows at different venues such as: shopping centres, soccer stadiums and public parks. In addition, we secured free spaces for exposure at soccer stadiums and shopping centres.

Web:
We created a “Diay, Jacinto” WEBlog and profiles in social networks such as Twitter, Facebook and YouTube. Visitors used this space as a complaint channel.

Documented Results
The participation of Costa Ricans during the clean up events and interactivity with the character was a goal achieved. We positioned the Costa Rican Tourism Board as an organization with a great corporate social responsibility, which has formed strategic alliances with organizations that boasted important environmental backgrounds.

We obtained a total of 9 television spots, 11 radio spots, 13 publications in the printed media, and 17 in the digital media, for an advertising equivalent of $168,264.00.

Results in the social networks:

As of December 31st, 63,095 fans were recorded on our Facebook profile—an important figure within the national context. This space contributed to a direct interaction with Costa Ricans, who converted it into a complaint venue.

• The YouTube videos were viewed a total of 6,607 times as of December, most of them corresponding to the commercials.