Once upon a time, we led a talented crew of creatives in developing one of the most talked-about brand refreshes and promotional campaigns ever made for an individual country, Belize.
In an industry teeming with manicured beaches, all-inclusive resorts, and limitless modern conveniences, we opted to reveal the distinct authenticity of Belize in all its untouched glory. But we didn't stop there; we know tourism advertising is not strictly about garnering awareness with pretty pictures. We coupled creative opportunities with strategic partnerships, ultimately driving massive returns to the regional and national economics, as well.
Despite the fact Belize had 1/10th the promotional budget of their neighboring Mexico, their nation had something that Mexico didn’t: a truly authentic and untouched experience reminiscent of the region thirty years prior. We knew Belize wasn’t fancy, and that’s exactly why visitors love it so much. We utilized ways to maximize the efficiency of collecting photo and video assets and produced material that was dubbed "Absolutely Gorgeous" by Creativity Online.
With the help of local parters—from the Minister of Tourism and local magistrates to small business owners and everyday townsfolk—we began our work by collectively designating strategic and regional-focused places of interest that would help drive and deliver national benefit.
The campaign was responsible for increasing travel to Belize to its highest rate
and according to the Central Bank of Belize, boosted the country's GDP by
Travel consideration increased by
and overnight stays increased by to
Finally, the brand and campaign work was recognized throughout the industry by governing bodies and awards such as AdWeek, The One Show, and AIGA Design Show.