Visit Costa Rica
Visit Costa Rica x Pura Vida
The Costa Rica X Independent campaign aimed to position Costa Rica as the leading long-haul destination for mind, body and soul rejuvenation.
The campaign brought together wellness brands such as Neom and premium media partner The Independent, and was supported by Escapism and a network of digital platforms to deliver immersive storytelling and measurable performance.
At the heart of the campaign was a co-branded Costa Rica hub launched by The Independent, supported by a hero content trip to Costa Rica with Emilie Lavinia, The Independent's Fitness and Wellbeing Editor, and wellness/yoga influencer @emilymouu.
Challenge
Costa Rica’s brand identity is deeply rooted in wellness, sustainability, and nature-led travel, so pinpointing the right audience was critical during the planning phase. We needed to connect with travellers who not only value meaningful experiences but who also align with Costa Rica’s mindful and eco-conscious ethos.
At the same time, the client was eager to collaborate with respected wellness brands such as Neom—brands that traditionally avoid product placements or standard partnerships. This meant we had to develop an innovative, authentic approach to integration—one that reflected shared values and storytelling rather than overt promotion.
Insight
Costa Rica’s wellness offering is rich, holistic, and deeply sensory — something that cannot be communicated through words alone. We recognised that to shift perceptions and truly showcase the country’s nature-led, restorative experiences, we needed trusted voices within the wellness space who could bring the story to life visually and authentically. Partnering with an established media outlet gave us direct access to a highly engaged audience of wellness enthusiasts, while also strengthening our credibility with premium wellness brands. This opened the door for meaningful, values-aligned collaborations and allowed us to weave Costa Rica’s story through content that felt genuine, influential, and rooted in expertise rather than promotion.
Solution
We built a co-branded wellness hub on The Independent, working directly with Wellness Editor Emilie Lavinia to reach a highly engaged audience seeking transformative, nature-led travel. To strengthen credibility and align with premium wellness values, we partnered with Neom, with Emilie hosting a three-part interview series with the brand’s founder on her podcast.
To bring Costa Rica’s wellbeing story to life visually, we sent Emilie and wellness creator Emily Mouskides on an immersive content trip, supported by a professional crew. This allowed us to produce a rich suite of authentic, high-quality assets—editorial features, video, photography, and social content—all designed to inspire travel and showcase Costa Rica’s restorative power.