Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program? Covid-19 has had a devastating impact on travel. Destinations throughout the Caribbean and Central America, particularly a unique destination like Belize, where 73% of the nation’s economy is based on tourism. Prior to the pandemic, the destination experienced positive year-over-year growth in visitors and tourism related revenue despite operating with a budget considerably less than the competition. At the outset of the crisis, airlift was reduced to three feeder markets. The marketing goal was to maintain a share of travel consideration for the Belize, and drive travel intent. The Exhale campaign was designed to encourage potential visitors to come to Belize where they can breathe easy in the great outdoors. The campaign was activated across all marketing media channels including: paid social, programmatic display/video, connected tv, airport take overs in key markets, and public relations. After several exhausting months, were people have been afraid to breathe – or breathe without a mask – this campaign highlights the open space and beauty the destination while making potential visitors feel like it’s ok to Exhale and enjoy life again.

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)Measuring actual visits to the destination is ongoing, and obviously a challenge this year. Measurement for this campaign is based on overall reach, completed video views, click-through to the website, traffic in activated airports and travel during the reopening of the destination. While overall website traffic was up 31% year-over-year, perhaps the greatest measurement was experienced selling out flights through the holidays to to Belize! Key measurements include: Impressions: 980,857,000 Spend: $300,975.01 Frequency: 3.26 CPM: $1.36 Video Views: 6,625,099 Link Clicks: 738,688 CTR: 0.68 CPC: 1.11 Brand Lift: 10% And sold out flights to Belize!

Project Analysis: Please provide a brief background on the project and your company efforts to demonstrate good corporate citizenship in the areas of community involvement, environmental, or socially responsible practices.

Objectives and Goals: What did organization set out to achieve in undertaking this project in CSR? What were the goals you set to measure your success?

Results: How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR.

Leadership: Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?

Situational Analysis: Please provide a brief background on the initiative and the problem, challenge or issue you were seeking to address in the areas of developing emerging talent and engaging existing talent to meet the demands of your business.

Goals: What did your organization set out to achieve in undertaking this initiative? What obstacles did you encounter?

Results and Impact: What results had the greatest impact on your target audience? Please comment on the process and the outcomes. What measures were used to determine success?

Situational Analysis: Please provide a brief background on the initiative and the nature of the issue you were trying to impact.

Goals: Clearly state your goals. What did you strive to achieve with this initiative?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the initiative?

Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)

Entry TitleBelize Exhale Campaign

DivisionAdvertising - Consumer/Group Sales/Travel Trade

CategoryAdvertising