Belize Tourism Board brings on Edelman and JG Group

BELIZE CITY, BELIZE: The Belize Tourism Board recently brought on two agencies to bolster its marketing and communications efforts in North America.

BELIZE CITY, BELIZE: The Belize Tourism Board recently brought on two agencies to bolster its marketing and communications efforts in North America. Following separate competitive review processes, the board selected Edelman for digital services and JG Group PR for public relations.

As digital agency of record, Edelman will help the board leverage online and social channels to drive more visitors  to the destination. The scope of work includes a website revamp; a blended combination of search, social media and content development; a heavier emphasis on social engagement for the board's website and social channels; media buying and the development of campaigns and promotions with the organization's travel partners.

“The goal is to drive more community and also find more ways to involve more of their partners in the process of getting people down to Belize,” said Craig Kronenberger, managing director at Edelman Digital.

Edelman began to service the account in July and will continue for two years. The PR agency has the option to renew if the relationship holds strong.

“We are very excited about having them on board because of their presence in the communications realm,” said Yanick Dalhouse, director of marketing and industry relations at the Belize Tourism Board.

BTB has worked with a digital agency for the past ten years, but chose to conduct a review in order to find an agency that would allow the organization to expand its digital footprint through a strong focus on word-of-mouth marketing and social engagement, while keeping costs low.

Dalhouse declined to name the incumbent, but noted that the agency did participate in the review.

On the public relations side, JG Group PR will focus primarily on travel and lifestyle-focused media relations in an effort to build a larger tourism following for the country. The agency will also work on education efforts to help travel specialists become more familiar with (and knowledgeable about) the destination.  

Many of the media relations efforts will be based on telling untold stories about Belize and its diversity of culture, activities, geography and ecosystems.

“There are a lot of core initiatives that they are targeting, all dealing with areas of Belize that people don't know about as much,” Dalhouse said.

The agency was selected for its deep knowledge of the travel and tourism sector and its reputation for building strong relationships with travel specialists.

“It's nice to work with a client where there is so much undiscovered that we will be able to share with the press,” said Lisa Caruso, VP of JG Group PR.

JG Group was brought on board for a two-year contract, with an option for renewal. BTB did not disclose the budget of the account. Like Edelman, the agency also started in July.

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