The most important step was overcoming the core challenge. We decided to use the relative obscurity of Belize itself in contrast with the broader recognition of nearby vacation spots to establish its position as a hidden gem in (an overcrowded) paradise.

To support the position, we focused our initial efforts on providing ample information about the country and developed resort/tour promotions to motivate first time visitors to fly down and see it for themselves.

The ocean blue tagline “Your treasure in paradise” reinforced the position – a discreet location of incredible value. A high-end folder package for information and supporting visual elements like the treasure chest and jewels completed the brand identity.

By targeting a specific audience with multiple email campaigns and a program for visits that encouraged purchasing in a trusted environment, we executed a successful fulfillment process to funnel prospects from the website (bursting with real testimonials), to printed materials, to visits and, eventually, purchase.