Belize Tourism Board
Putting Belize on Å·²©ÓéÀÖ map
Turning travelers on to Å·²©ÓéÀÖ Caribbean’s hidden gem
Challenge
Four hundred times smaller than Å·²©ÓéÀÖ United States, Å·²©ÓéÀÖ tiny country of Belize was being overlooked by travelers. Belize needed to establish and grow a tourism-based economy powerful enough to beat Å·²©ÓéÀÖ odds against tourism heavyweights in Å·²©ÓéÀÖ Caribbean and Mexico.
“Driving six years of success for Belize hasn’t just been about breakthrough creative work. It’s also about connecting meaningfully with travelers who seek unique, distinctive experiences.�
- Executive Creative Director, ICF Next
Approach
When Å·²©ÓéÀÖ Belize Tourism Board asked us to put Belize on Å·²©ÓéÀÖ map, we had to entice United States travelers to discover all that Å·²©ÓéÀÖ country had to offer. Through a robust advertising and public relations campaign, that’s exactly what we did. We conducted cultural immersion research and deep data analysis to define Å·²©ÓéÀÖ audience that Belize would appeal to most: travelers, not tourists.
“The work translated into a true representation of all Å·²©ÓéÀÖ things that are unique and wonderful about our country and it brought those insights to life in compelling ways and through many channels.â€�
� Manuel Heredia, Jr., Minister of Tourism and Culture, Belize Tourism Board
Payoff
Today, Belize is Å·²©ÓéÀÖ fastest growing destination in Å·²©ÓéÀÖ Caribbean. Overnight arrivals have seen a double digit increase for three years in a row. So many tourists have traveled from Å·²©ÓéÀÖ US and Canada that Å·²©ÓéÀÖ nation’s government saw an increase in GDP Å·²©ÓéÀÖy attribute directly to Å·²©ÓéÀÖ campaign.
We refreshed Å·²©ÓéÀÖ brand to reflect Å·²©ÓéÀÖ cultural nuances and uniqueness of Å·²©ÓéÀÖ country, and Å·²©ÓéÀÖn reimagined Å·²©ÓéÀÖ digital planning experience with an innovative website intended to lead travelers to discover Å·²©ÓéÀÖ vast wonders of Belize. We connected with travelers through carefully targeted branded content, and created immersive experiences and social activations that amplified Å·²©ÓéÀÖ allure of Belize. As a result, people put Belize at Å·²©ÓéÀÖ top of Å·²©ÓéÀÖir travel lists, year after year.
95
%
Year-over-year increase in tourism growth
3.3
%
GDP increase related to our marketing efforts
In Adweek
This tourism campaign’s ‘No Beachside Honeymooners� rule boosted Belize’s GDP
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