Description
The Instituto Guatemalteco de Turismo (INGUAT), 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 be the next go-to tourist destination for travelers worldwide.
The campaign, the creative concept of which was provided by INGUAT, kicked off with a cinematic 9-episode streaming show on social platforms and on the official INGUAT website featuring content creators, real travelers, and diverse figures from the local community. The result is a truly authentic and personal experience, set to enthral and inspire would-be travelers.
Each episode will focus 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 breathtaking landscapes - from lush jungles and volcanic peaks to coastal views - while highlighting the incredible diversity of Guatemala’s flora and fauna.
This approach was led by SAMY Alliance’s strategic methodology, “Culture Current”, which helps brands build cultural capital by offering actionable insights, strategic direction, and creative solutions tailored to resonate in today’s ever-evolving cultural landscape. The agency has also called upon its vast travel knowledge, having worked with Copa Airlines, Royal Caribbean, and multiple brands under the Marriott Hotels umbrella.
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 US, the UK, Spain, Mexico, and Japan - going beyond mere translation, to better amplify Guatemala's key tourist areas and showcase its community, cultural richness, and natural beauty.
The content will be also championed as teaser content in travel magazines and digital travel media whilst also being adapted and distributed as 30 and 10-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 (Meetings, Incentives, Conferences, and Exhibitions), destination weddings and honeymoons, cruises, language learning, and gastronomy.
The campaign will be running throughout 2025.
This professional campaign titled 'Not just a place to see, a place to feel.' was published in Guatemala in March, 2025. It was created for the brand: Guatemalan Institute of Tourism, by ad agency: SAMY Alliance. This Film and Integrated media campaign is related to the Travel and Tourism industry and contains 1 media asset. It was submitted about 13 hours ago.
