Situation
Belize was experiencing stagnant growth. Then, COVID arrived and efforts shifted to survival and then a focus on recovery for the destination. Today, arrivals have reached record levels. But, competition is fierce and with larger budgets. With an increased number of flights and measurable momentum from marketing, the strategy has evolved as we leverage the agency’s hyper-integrated structure to grow share of voice and intent to visit.
Key Initiatives
Belize is an incredible destination. Needing to develop aggressive efforts to capture a larger share of voice — and better define the destination and everything Belize offers to visitors, the Agency created a hyper-integrated campaign inviting potential visitors to do something big with their life, venture somewhere fascinating, experience the authenticity of the country and its people, and take a proverbial bucket-list vacation. For those inclined to experience adventure, the powerful campaign proclaimed it is time to ‘Grab Life’ in Belize.
Video

The campaign came to life through the spectacle and authenticity of the destination experience. In addition to television, the campaign includes print, programmatic display, paid social media, email marketing, aggressive public relations and influencer activation.













Public Relations

The core PR strategy is to generate buzz surrounding Belize’s unique offerings and key differentiators. By emphasizing accessibility and identifying Belize as the most accessible English-speaking Central American destination, we’ve positioned Belize as the premier tourism destination by showcasing vibrant imagery creating a diverse tapestry of beautiful languages, music, traditions and food. Through tactical brand partnerships and on-location media experiences, we have engaged desired audiences and influenced travel decisions to drive growth in visitation, occupancy and visitor spend.

Print

The agency maintains a consistent presence with the travel trade through advertising, email, digital and PR.

Video

The campaign came to life through the spectacle and authenticity of the destination experience. In addition to television, the campaign includes print, programmatic display, paid social media, email marketing, aggressive public relations and influencer activation.

Public Relations

The core PR strategy is to generate buzz surrounding Belize’s unique offerings and key differentiators. By emphasizing accessibility and identifying Belize as the most accessible English-speaking Central American destination, we’ve positioned Belize as the premier tourism destination by showcasing vibrant imagery creating a diverse tapestry of beautiful languages, music, traditions and food. Through tactical brand partnerships and on-location media experiences, we have engaged desired audiences and influenced travel decisions to drive growth in visitation, occupancy and visitor spend.

Print

The agency maintains a consistent presence with the travel trade through advertising, email, digital and PR.

Outcome
The results speak volumes about agency efforts, For the first time in history, Belize recorded more than 1 million visitors annually – nearly a 15% increase in overnight visitors year over year. With a record number of arrivals in November, Belize earned the highest share of visitors to the Caribbean ever. Year over year website traffic and sessions increased by 204%.

Grab Life digital efforts drove an impressive CTR registering 240% above industry benchmarks, and programmatic display had a CTR that was 270% above industry standards. Expedia realized more than 5,000 room nights equating to $2.3+ million in gross bookings and a 28:1 return on the ad spend.
    Laredo
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