Belize Tourism Board
Belize was suffering from the sea of sameness that dominated marketing materials for Caribbean destinations, featuring beaches, palm trees and cookie-cutter resort imagery. That wasn’t false advertising—Belize certainly has those things—but when competing with destinations in Jamaica and Mexico, it was clear who the big players were. It led to visitors being dissatisfied with their travel experience, feeling as though they didn’t receive what was promised by the glossy brochures.
It started by taking a human-centric approach. We talked with visitors, ate at roadside barbecue stands and went fishing with locals. During our travels and conversations, we uncovered the truth of the country: Belize wasn’t a place for tourists, but for travellers. It was more for people who wanted a one-of-a-kind experience, less for those who wanted to be pampered at a manicured resort.
- Project Roles
- Creative Director, Strategist
- Belize Tourism Board
- Brand Strategy, Content Strategy, Creative Direction, Media Strategy, User Behavior Research, User Research
- Advertising, Brand Films, Brand Guidelines, Brand Identity, Branding, Commercials - Broadcast, Commercials - Video, Social Media Content, Websites
- Project Industries