Madison DDB Turns Opposition to Tourism in Spain Into an Invitation to Costa Rica

While protests against mass tourism are increasing in Spain, visitors are an essential part of the economy and culture in Costa Rica. Madison DDB Costa Rica, in collaboration with DDB Spain, launched 'Ad tivism', a disruptive campaign for its client MERIDIANOS Tour Operator, turning rejection into a solution for both countries.

Using the same slogans from the protests—'GET OUT OF SPAIN' and “TOURISTS GO HOME'—the campaign modified billboards and outdoor media spaces in Madrid and Barcelona, redefining the message: 'GET OUT OF SPAIN, GO TO COSTA RICA' and 'TOURISTS GO HOME. HOME: COSTA RICA.' In doing so, the initiative not only invited tourists to a destination that welcomes them with open arms but also offered Spaniards an alternative to alleviate the overcrowding in their cities.

“The best advertising is not the one that disrupts, but the one that infiltrates and adapts to the moment. ‘Ad-tivism’ transforms rejection and protests into an opportunity, turning a problem into a solution where everyone wins: We aim to ease the burden of mass tourism on Spaniards while bringing to Costa Rica the visitors its economy greatly needs.” —Kimbo Kevin Brenes, chief creative officer of Madison DDB Costa Rica

In Costa Rica, where tourism contributes 8.2% of the GDP, visitors are not only welcome but necessary. With “Ad-tivism”, expulsion turned into opportunity, capturing the attention of media, travellers, and citizens alike, benefiting both Costa Ricans and Spaniards.