The Instituto Guatemalteco de Turismo (INGUAT, or Guatemalan Institute of Tourism), has launched its new global multi-channel marketing campaign in partnership with social-first agency, SAMY Alliance, as the country competes to become a go-to tourist destination for travelers worldwide.
The campaign—the creative concept of which was provided by INGUAT—kicked off with a nine-episode streaming show on social platforms and on the official INGUAT website, spotlighting content creators, real travelers and diverse figures from the local community. Each episode focuses on a different aspect of the traveler experience, covering local cultures and customs, nature, adventure, health and wellness, gastronomy, and more. Viewers will be introduced to Guatemala’s diverse landscapes, from lush jungles to volcanic peaks and coastal views.
Alongside the locally-driven digital video content will be hundreds of out-of-home activations throughout the Americas and Europe covering train stations, airports and billboards. Each activation will be tailored to the targeted country, such as the U.S., the U.K., Spain, Mexico and Japan to amplify Guatemala’s key tourist areas and showcase its community, culture and landscapes.
The content will be also championed as teaser content in travel magazines and digital travel media whilst also being adapted and distributed as 10 and 30-second clips through social channels and connected TV. The campaign will also highlight the full spectrum of Guatemala’s tourism segments, including culture, nature, adventure, health and wellness, MICE, destination weddings and honeymoons, cruises, language learning and gastronomy.
The campaign will be running throughout 2025.
For more information, visit www. inguat.gob.gt.
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