The beautiful nation of Belize on the Caribbean coast of Central America wished to ‘engage Europeans’ with Belize and its extensive offering of rich heritage and natural splendour.
The first step was to create the brand idea – which needed to be translatable into several European languages. I do love a challenge.
We then recommended three highly distinctive, interactive campaigns, with each one aimed at achieving maximum reach within the allocated budget, based on creative interpretation and potential media channels.
Campaign 1:Where would you rather be?
‘Where would you rather be?’ plays on the fact that, even though Belize is small, it has everything. Meaning that no matter where you’d like to be – the beach, the jungle, the Mayan sites, the local villages or taking in the Spanish colonial heritage – in Belize, unlike most of the competition, you have a choice.
A cross track teaser.
Hands-on interactivity.
Interactive engagement.
Discovery.
Campaign 2:Paradise Found
Here, we identified an untapped opportunity for Europeans to see Belize through real people’s eyes. On Instagram alone, under the hashtag #Belize, there are over 400,000 photos, meaning that a lot of user-generated content is being created but not curated. Authentic messages and visuals create a sense of trust. We invited both new and existing users to share content on the platform to be eligible to win a trip to Belize.
There’s nothing quite like word of mouth.
Campaign 3:Beyond Belief
‘Beyond Belief’ focused on a series of prominent posters depicting surreal images of Belize. The aim was to entice, enchant and engage passers-by with the rich detail and surreal landscapes blending with hyper realistic imagery of Belize.
The ‘Beyond Belief’ Mystery Trivia app is a challenging 100-level game comprised of riddles, cryptic games and quizzes.
Where would you rather be?
