• by Larissa Faw , September 1, 2016

The Belize Tourism Board (BTB) and its agency Olson are introducing "A Curious Place," a new campaign that positions the country as a fun, adventurous destination for travelers instead of traditional white sand beaches or all-inclusive resorts common in Caribbean advertising.  

This is the first campaign to launch under the agency's new leadership team led by Chief Creative Officer Kevin McKeon who joined from StrawberryFrog in July 2015. 

'A Curious Place' showcases real Belizeans and authentic experiences, highlighting its food, people and animals.  

The “Feet on a Beach” spot references social media by joking that people want to see more than just snapshots of feet on a beach particularly because Belize offers many photo opportunities to post on a social media "timeline." The ads are narrated by a Belizean tour guide to add to the concept's authenticity.  

The campaign appears via social media and will debut on broadcast TV in 2017. 

The previous campaign from Olson and the BTB is credited with a 2.24% increase in the country's GDP. The first quarter of 2016 saw a 16.9% increase in overnight tourist visitors to Belize. As of June last year to date, there have been ten consecutive months of increases in overnight tourist visitors to Belize, says the BTB.