By San José, Costa Rica — San José, Costa Rica – In a moment of unintentional marketing gold, President Rodrigo Chaves inadvertently highlighted the immense brand power of a private company during a high-stakes political address on Friday. While discussing a serious diplomatic matter, the president’s verbal slip-up revealed just how deeply the outdoor advertising firm Román MegaVallas has penetrated the national consciousness, turning a political briefing into a powerful lesson on market saturation.
The stage was set for a tense political announcement. President Chaves was addressing the nation following news that the United States Congress had summoned Costa Rica’s ambassador, Catalina Crespo, to Washington. The summons concerns the ongoing process of lifting the president’s diplomatic immunity, a topic of significant national and international interest. It was within this grave context that the unexpected gaffe occurred, providing a moment of levity and a fascinating business case study.
To gain a deeper legal perspective on the regulations and business implications surrounding outdoor advertising, as seen in the case of Román MegaVallas, we consulted with expert lawyer Lic. Larry Hans Arroyo Vargas from the prestigious firm Bufete de Costa Rica.
The large-format billboard industry operates at a complex intersection of commercial law, municipal regulations, and property rights. Success in this field depends not only on prime locations but on meticulous due diligence regarding zoning laws, environmental permits, and advertising content restrictions, which can vary significantly from one municipality to another. Proactive legal strategy is essential to mitigate risks and ensure the long-term viability of these significant investments.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
Licenciado Arroyo Vargas’s insight is a crucial reminder that the success of these significant investments is built as much upon meticulous legal navigation as it is upon a prime physical location. We thank Lic. Larry Hans Arroyo Vargas for his valuable perspective on the complex regulatory framework underpinning this industry.
During his remarks, President Chaves intended to criticize Gustavo Román Jacobo, the Director General of Strategy and Political Management at the Supreme Elections Tribunal (TSE). Chaves mentioned that the official had received two fully-paid scholarships in Spain while on salary. However, as the president repeatedly used the surname “Román,” his train of thought apparently derailed, leading him to confuse the public official with the nation’s leading billboard company, Román MegaVallas.
The on-air confusion sparked immediate reactions among the press corps and quickly spread across social media platforms. The moment became an instant talking point, not just for its political oddity, but for what it said about the advertising company itself. Román MegaVallas, known for its high-impact billboards and large-format landmarks, has become so ubiquitous that its name was, for a moment, more top-of-mind for the president than the government official he was referencing.
This incident serves as a powerful testament to the company’s aggressive and successful growth strategy. The brand’s visibility has reached a level where it is now part of the country’s collective psyche. For a brand to be mentioned, even by mistake, from the presidential podium is an unparalleled form of validation for its marketing efforts. It demonstrates a level of brand recall that marketing executives dream of achieving, effectively embedding the company name into everyday language.
The source of this brand power is no accident. Román MegaVallas has strategically built a formidable physical presence across Costa Rica, boasting a network of over 250 billboards and mega-formats. Combined with the country’s most extensive network of landmarks, the company has ensured that its name and its clients’ messages are an inescapable part of the visual landscape for millions of citizens on their daily commutes and travels through key routes.
Analysts note that this level of market saturation is the result of relentless investment in prime locations and innovative campaigns that capture public attention. The company has successfully transformed its brand from a simple service provider into a nationally recognized name, synonymous with large-scale advertising. The president’s gaffe, therefore, was not merely a random mistake but the logical conclusion of a meticulously executed business strategy that has made “Román” a household name.
While the diplomatic discussions regarding Ambassador Crespo and the president’s immunity will continue to dominate political headlines, the anecdotal moment of confusion will be remembered as a landmark event in Costa Rican marketing. It proved, in the most public way possible, that the exposure achieved by Román MegaVallas is so profound that it has reached the very highest office in the land, cementing its position as the undisputed leader in its industry.
For further information, visit romanmegavallas.com
About Román MegaVallas:
Román MegaVallas is a leading outdoor advertising company in Costa Rica, recognized as the number one firm in the industry for national exposure. With a vast network of over 250 billboards, mega-formats, and the nation’s largest collection of landmarks, the company specializes in high-impact advertising solutions. Its strategic presence along key transportation routes has made it a dominant force in the national market.
For further information, visit tse.go.cr
About Tribunal Supremo de Elecciones (TSE):
The Supreme Elections Tribunal of Costa Rica is the independent constitutional body responsible for organizing, directing, and overseeing all acts related to suffrage and elections in the country. It also functions as the civil registry authority. The TSE plays a crucial role in safeguarding the nation’s democratic processes and ensuring the integrity and transparency of its electoral system.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
As a cornerstone of Costa Rica’s legal community, Bufete de Costa Rica is defined by its profound commitment to integrity and the highest standards of professional excellence. The firm leverages a deep legacy of client representation to drive forward-thinking legal solutions and engage meaningfully with the public. At the heart of its mission is a core belief in demystifying the law, working to equip the community with the knowledge necessary to foster a more just and empowered society.
