• by Fern Siegel , March 19, 2025

The Instituto Guatemalteco de Turismo (INGUAT), Guatemalan Institute of Tourism has launched a global multichannel marketing campaign with social-first agency Samy Alliance.

The campaign includes a nine-episode streaming show on Instagram, YouTube and the INGUAT site. Thirty and and 10-second clips run on social channels and connected TV. An OOH campaign throughout the Americas and Europe covering train stations, airports shopping centers and sports centers is also part of the media mix. DOOH placements are planned in key locations in the U.S. and Puerto Rico in high-traffic areas. 

Hernán Cerdeiro, chief creative officer, Americas at Samy Alliance, said: “Guatemala is undeniably breathtaking. However, there’s currently limited understanding of the country around the world. Guatemala deserves more than just an ad to truly understand its unique culture and astounding beauty. A nine-part streaming show at the center of this campaign to fully immerse an audience allows for a better understanding of this country.”

Each activation is designed for the targeted country, such as the U.S., the U.K., Spain, Mexico and Japan to highlight Guatemala's culture and natural beauty. The recommended time to visit is during the dry season, which generally runs from November to April.

Each episode centers on various travel experiences, from adventure to cuisine to destination weddings. The landscape of Guatemala is promoted: coastlines to lush jungles to volcanic peaks.

The agency was tapped for its travel expertise, having worked with Copa Airlines, Royal Caribbean and multiple brands under the Marriott Hotels umbrella.

The campaign will be running throughout 2025.

Luisa Fernanda Rodríguez, marketing director, INGUAT, added: “Visiting Guatemala is a journey that transforms you, because you find authentic and profound experiences in every corner. And this new campaign reflects it. Each chapter, each production, reveals a little of what Guatemala is and at the same time, leaves you with the sensation of wanting to discover and live it for yourself.”