Visit Costa Rica
Visit Costa Rica X Grind Coffee
We partnered with London coffee brand Grind to bring Costa Rica’s “Pura Vida” philosophy to life through The Pure Life and The Purest Coffee. A sustainability-led brand collaboration designed to inspire millennial travellers. By combining Costa Rica’s eco-tourism credentials with Grind’s progressive coffee culture, we created an integrated campaign spanning retail, content, social and experiential activations across London, driving awareness, engagement and tangible consideration for Costa Rica as an aspirational travel destination.
Challenge
Costa Rica is a global leader in eco-tourism, but in the competitive UK travel market it often competes with destinations backed by far larger budgets. The challenge was to raise awareness of Costa Rica’s unique sustainable credentials while reaching hard-to-target Gen Z, younger millennials and affluent urban audiences — and doing so efficiently, authentically and at scale.
At the same time, the campaign needed to cut through crowded lifestyle media, retain clear sustainability messaging, and synchronise activity across multiple London locations within a short activation window.
Insight
Coffee is one of Costa Rica’s biggest exports, and sustainability sits at the heart of both Costa Rican culture and millennial values. Grind’s audience — affluent, educated, urban and ethically minded — perfectly mirrored Costa Rica’s target traveller.
With Grind sourcing coffee directly from Costa Rica and leading the way in home-compostable pods and ethical production, this wasn’t just a brand partnership- it was a genuine product and values alignment. This authentic connection allowed us to tell Costa Rica’s story through everyday rituals, transforming a cup of coffee into a powerful gateway to destination discovery.
Solution
A Strategic partnership and fully integrated campain. Content across Grind’s digital platforms, newsletters and social was combined with immersive in-store activations at key locations including Westfield Stratford, Royal Exchange and Shoreditch. Branded cup sleeves, postcards and displays transformed cafés into discovery hubs, while experiential cinema moments added depth to the storytelling.
Amplified through Grind’s Soho House connection and supported by direct marketing, blogs and social, the campaign delivered multiple touchpoints blending lifestyle, sustainability and travel inspiration. Through smart partnership planning and added-value extensions, we achieved premium visibility on a modest budget — driving awareness, engagement and valuable first-party data capture.