Destination Belize to take nation to tourists
The 2012 edition of Destination Belize was unveiled today. It features Belize as the home of the great Maya civilization and the second largest barrier reef in the world. The Belize Tourism Industry Association publishes the annual and free official visitor’s magazine to increase Belize’s viability as a top destination. Published by Idea Lab Studios, this year the magazine is part of an integrated marketing approach and has a digital component. News Five’s Andrea Polanco reports.
Andrea Polanco, Reporting
Destination Belize, the sixteenth edition was unveiled today. The 2012 edition is colorful and replete with countless tales of Belize and its people. With major enhancing modifications from publisher to content, this year the publication celebrates a number of ‘firsts’.
Jim Scott, President, BTIA
“You’ll see the magazine today and you’ll see some of the brilliant changes within the structure of the magazine. Probably the most notable, Destination Belize was made in Belize by Belizeans for the first time in its history. What’s also very, very unique is the fact that there are also twenty contributing writers. In the past the publishers pretty much use a couple in-house writers to spin the stories of our destinations and the special sites, the uniqueness of Belize. So with twenty contributing writers, some of which are right here from Belize and some internationally acclaimed writers or specialists in their field. So look to those stories to capture the discerning taste of readers a little bit more in some of the stories that are spun within there.”
The publisher, Idea Lab Studios, has transformed the approach of this primary marketing tool of Belize. The integrated marketing approach extends beyond the print media, with a focus on digital media:
Demian Solano, Publisher, Destination Belize
“There is a web portal component. There is an ipad app. We have an interactive CD ROM which you can view on that screen, which is basically the publication but in an interactive format. There are links to advertisers from the CDROM so that is a plus for advertisers. There is also an HD video component.”
The magazine continues to capture the essence of promoting the Jewel and the cover pays homage to the native people:
“We put a special emphasis for year, the 2012, for the 2012 edition, which you will also see on the cover, the Maya 2012. There has been a huge marketing initiative in the region, kind of honing on this 2012 dates and movies coming out and all of these things to attract travels to all of these mundo maya destinations.”
Lindsay Garbutt, C.E.O. in the Ministry of Tourism, says he expects the scope of the magazine to be even more far-reaching and solidify Belize on the global tourism map.
Lindsay Garbutt, C.E.O., Ministry of Tourism
“As we continue to forge ahead with programs that utilize a multitude of platforms helping to bolster world-wide awareness of Belize, I certainly believe that this publication will serve as a compelling ambassador and communicate the majesty of our beautiful, yet diverse destination.”
Sixty-thousand copies of the 2012 edition of the Destination Belize will be distributed both at home and abroad. Reporting for News Five, I’m Andrea Polanco.