Destination Representation + PR Case Study
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
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