Guatemala Presents “Life Lessons” Tourism Campaign

The Guatemalan Tourism Institute (INGUAT), the driving force behind Central America’s most burgeoning tourism destination, is pleased to announce their newest integrated communications campaign, “Guatemala Presents: Life Lessons.”

The nearly four million dollar global campaign will be executed throughout 2014 and aims to showcase the country’s authentic wonder, while capturing the attention of discerning travelers seeking an enriching cultural experience like no other.

INGUAT is launching the campaign with a strategic communications program that combines traditional and progressive public relations tactics, a multi-city road show in key markets, press trips and participation in impactful international trade shows, and more.

The campaign also includes a multi-platform social media plan as well as broadcast advertising placements in top-tier networks in North and South America and a global digital advertising program.

Utilizing visual narrative vignettes, “Life Lessons” focuses on the illuminating charm of Guatemala including the ancient Mayan sites, walking the cobblestone streets of colonial towns, climbing volcanoes and interacting with the welcoming locals.  The focal message is to enjoy life’s simple pleasures.

“We invite travelers to discover Guatemala with new eyes. Our hope is that after coming to the country, travelers leave feeling more complete, with new stories to share and a desire to continue to discover themselves and the country for years to come,” said Pedro Duchez, Director of INGUAT. “The campaign will also elevate the brand awareness of the destination on a global level,” he added.

Source: Travel Daily News