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Costa Launches Inspirational Global Consumer Brand Campaign

It will run in the U.S., Canada, Central and South America and Australia.




(PRESS RELEASE)DAYTONA BEACH, FL – Costa announces the launch of an ambitious multi-year, creative consumer brand campaign designed to attract the dedicated water lover, appealing to the adventurous men and women who see the watery world as home. The campaign will run in the U.S., Canada, Central and South America and Australia.

Using the tagline “For those who need water to breathe”, the campaign tells the story of Costa through imagery of men and women who were made for the water and soak up every last drop in their search for adventure. The new creative is targeted towards those who come alive on the water and want their eyewear to reflect this. According to internal research, Costa owners possess an average of 5+ pairs of premium sunglasses and actively promote the brand (Costa has an NPS score of 66 out of 100).

In order to connect with consumers in the most relevant forms of media at the most relevant times, the campaign will run in a mix of traditional (print, broadcast and billboard) and digital channels (web, podcasts and social) as well as on innovative app platforms such as Waze, which will target the ad creative to consumers searching for water destinations. Other mediums planned for the campaign include popular magazines such as Outside, National Geographic Traveler (including a sponsored NatGeo Traveler Instagram story), Food & Wine and Conde Nast Traveler; travel websites such as Travelocity, Expedia and Airbnb; television/streaming services including Hulu, NBC, ABC, Fox Now, and ESPN; and social channels such as Facebook and Instagram.

“While we will always honor our roots from fishermen, we are looking to be the gear of choice for anyone who loves the water, whether their interest lies in fishing, paddle-boarding or any type of water adventure,” said T.J. McMeniman, vice president of marketing at Costa. “We hope that this new campaign will encourage more consumers to join the Costa tribe and see what’s out there through a Costa lens.”


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