Supporting Newlink in the strategic validation of Costa Rica’s European campaign

19/03/2026

At Ikerfel, we had the privilege of supporting Newlink Spain in a highly strategic project: the development of Costa Rica’s new international tourism campaign for Europe, recently presented at ITB Berlin.

Our contribution focused on the early stages of defining and validating the creative strategy, with the aim of identifying which of the proposed conceptual routes achieved the strongest connection with European audiences, as well as ensuring a clear and effective communication of the campaign’s key messages.

To this end, we conducted qualitative research across six markets (Spain, the United Kingdom, France, Germany, the Netherlands, and Switzerland), through a total of 12 focus groups. This analysis allowed us to capture diverse cultural and generational perspectives, providing an integrated and coherent European view, while also identifying relevant nuances to optimize communication in each market.

The results demonstrate a strong overall consistency of the creative concept at a global level, reinforcing its ability to position Costa Rica as a transformative, emotionally relevant destination aligned with the values of today’s European traveler.

We would like to thank Newlink Spain for the trust placed in Ikerfel, allowing us to be part of this project and to contribute, through research, to the development of a shared narrative for positioning Costa Rica in Europe.