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Destination Representation + PR Case Study

SITUATION

The Belize Tourism Board turned to W!T when its air arrivals had fallen for 3 straight years and the once strong cruise arrivals that introduced new travelers to the country slowed down.

STRATEGY & ACTIONS

W!T crafted an integrated program that utilized Belize’s many narratives for media, agents and consumers.

  • Conducted outreach to top editors in the national and regional consumer and trade media space

  • Secured desk-side media appointments for BTB Board members

  • Organized multiple individual media visits and group press trips

  • Facilitated and advised on major in-country visits by high-profile celebrities and production teams (Prince Harry’s visit and ABC’s “The Bachelor”)

  • Undertook multi-channel travel trade promotion including sales calls, marketing programs, and in-country focus group

RESULTS

  • More than 1200 print, online and broadcast hits with $33 million in PR value and approximately 5 billion media impressions in less than 18 months. Achieved PR ROI of 137:1

  • Three consecutive years of record-setting growth in tourist arrivals, including an 11.8% growth in arrivals from January – June 2014 over the same period in 2013

  • Major placements included Travel Channels’ “Hot Spots 2012” feature, a segment on The TODAY show, TLC’s “Four Weddings”, and major stories in The New York Times, Brides, Bridal Guide, Travel Agent Magazine, Vancouver Sun, The Washington Post, FoxNews.com, Destination Weddings & Honeymoons, and Huffington Post

 
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