Our client wanted to rent at least 80 per cent of its fleet over the summer season. Our problem was the competitors’ huge advertising budgets aimed at foreign tourists. We proposed targeting a different market: the national tourist. We created the blog costaricaholes.com, a site dedicated to the bad condition of the country’s roads. People complained about the problem on the site and uploaded pictures of potholes. It quickly became one of the top ten sites in the country, with over 1500 photos uploaded. In the second phase, the blog turned into the official website of Nelka Rent-a-car, launching a massive campaign with the strap: If you drive through Costa Rica, do it with a car that’s not yours. Nelka Rent-a-car, special fares for residents.
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