SCUBA Diving – Image Credit BTB
The well-heeled Belize Tourism Board has parted ways with the BVK and Edelman Digital P.R. firms and hooked up with Minneapolis-based ad agency Olson to promote its tourism product. The advertising trade publication AD WEEK quotes the country’s Tourism Minister Manuel Heredia, Jr., Belize’s minister of Tourism, as saying that “Olson not only captured what’s unique about Belize, but it demonstrated the capabilities to bring those insights to life in compelling ways and through many channels.”
The BTB devotes some U.S. $6 Million a year to advertising Belize as a tourism destination. The industry provides jobs for some 25% of the working population. Olson is expected to launch its first campaigns in advertising, design, digital, mobile and social media in January 2013. The AD WEEK article promotes the Olson acquisition of Belize as “The Central American country has tapped Olson as agency of record without a review. “