New Belize logo and slogan unveiled
Capturing the imagination is a large part of luring visitors to any country. To make Belize more attractive, the Belize Tourism Board has commissioned a visual campaign, the results of which were unveiled this morning.
The new country image and logo depict fascinating scenes of Belize and some of the activities that have been attracting tourists to the country. According to Tourism Director for the Belize Tourism Board, Valerie Woods this is the first time Belize has had a marketing image. The ads, which were created by Clarke and Pope Ad Agency from New York, carry as its theme, “Catch the Adventure: Belize, Mother Nature’s Best Kept Secret”.
Valerie Woods, Director, Belize Tourism Board
“”Catch the Adventure” was chosen because it was necessary for us to highlight to our visitors that Belize does have activity and it is an entertaining place in terms of the various adventurous activities that you can do. But in addition to that, it is important to note that strolling along the beach, relaxing, if that is why you are coming, there is also an adventure but it is on a much more mild or softer side. We felt that by putting that generic term they will be able to capture activities of several and various different individuals.”
J.W.
“What is also eye catching is the “Belize – Mother Nature’s Best Kept Secret” logo.”
Valerie Woods
“Yes. As you might be aware Jackie, our visitors who are our repeat visitors continue to come because of the sense of discovering something for the first time and they want to be able to discover something new the next time around. The ad agency in their survey and research also discovered that people had that same sense of feeling so we felt that it was necessary to put a tag line that captured that essence and at the same time send a note or signal to individuals that we are still not mass tourism but we focus on the eco aspect and we want you to come and discover it.”
The unveiling of the logo was part of Tourism Week, which runs until March twenty seventh. B.T.B.’s Marketing Officer Laura Esquivel told News Five why they have decided to promote tourism through the schools.
Laura Esquivel, Marketing Officer, B.T.B.
“Basically we decided that we wanted to target them when they are young. We feel that if we build the awareness in primary school and high school students we can basically again get them while they are young, build their awareness, so as they are growing up they can better the tourism product. When they are able to go into the workforce or when they are able to make even more of an impact in the tourism industry. And we also feel like by getting them more aware of tourism they can smile a little bit more. You know people always like kids who are smiling. They can pick up the garbage, be more aware of the environment as well as the tourism industry and the impact that they as individuals can have on tourism.”
Tourism Week is being observed under the theme, “Tourism begins with you… Give a Smile, Lend a hand, Get Involved”.
As part of Tourism Week, B.T.B. and the Belize City Council cleaned up Battlefield Park on Sunday. Several chapters of the Belize Tourism Industry Association are also mounting clean-up campaigns. Earlier this month there was a massive anti-litter drive along the Northern Highway. Those participating included students from U.C.B., Orange Walk Technical High School, the Girl Guides, Scouts, Belize Waste Control, Ministry of Works, Belize City Council, the Northern Town Boards and the B.T.B. The B.T.B. says they have changed their name from the Belize Tourist Board to the Belize Tourism Board to reflect a shift in emphasis from dealing with the individual visitor to the expansion of the industry itself.
