STRATEGY
INGUAT (Guatemalan Institute of Tourism) sought to reposition Guatemala as a transformational, must-visit destination for global travellers. They needed to overcome outdated perceptions and and limited awareness to showcase Guatemala’s rich culture, natural beauty, and authentic experiences.
We launched a nine-part streaming series across social and web. Each episode explored travel themes through real stories and voices. Beyond digital, we launched hundreds of OOH activations in train stations and airports across five continents. Content was localised, not just translated, to reflect market nuance.
“Guatemala is a destination that has it all… and this campaign reflects it. Each chapter reveals a little of what Guatemala is and leaves you with the desire to discover it for yourself.” – Luisa Fernanda Rodríguez, Marketing Director, INGUAT
SAMY 2025
© DEFENSE OF CONSUMERS FOR CLAIMS
SAMY 2025 © DEFENSE OF CONSUMERS FOR CLAIMS
