A Magazine Showcasing and Celebrating Tourism
In January of this year, McNab Publishing released a brand new travel magazine called Carribean Culture and Lifestyle: The Belize Edition. The magazine focuses on Belizean travel, culture, and lifestyle. Today, the Belize City based publishing house released another edition of the CCL magazine, this time with different destinations and cultural pieces. We visited this morning's launch and found out more about the new issue.
Tanya McNab, McNab Visual Creative Director
"Traditionally we had been introducing the magazine once a year and we found that before you know it, it becomes a bit dated. It is not as current, businesses change, things change, and so we thought that if we were to do something that was produced every three to four months that we would be able to put out better content, more relevant more up to date, and things like that so we said it is traditionally not what we do but we are going to try. It has been a learning curve for us in producing so quickly but we are getting there."
"It has everything from what you should do in different destinations because we publish so often you may see a San Pedro Edition one time and then you see a Cayo and an out west edition the next time so that is the other thing we have the opportunity to feature much more than we did in the past with just one. We have the opportunity five times. Going forward we really want to be looking at influential people who have made a mark in Belize who make a mark in tourism to be featured in this cover series that we are starting to launch. It will tell you what to do where to go. It also will have editorials about conservation. We as a rule always include articles on conservation this time around it is called "Belief in the Reef". This time we partnered with Oceana and they really help us to get out the information we need to promote responsible tourism in Belize."
At today's launch, Brand Ambassadors from different destinations all over Belize were also officially introduced. Their job is to add to the magazine and blog with pictures and content from their specific locations. The magazine can be found at hotels countrywide and the electronic version can be found on their website.
Caribbean Culture and Lifestyle Magazine Launched
Caribbean Culture and Lifestyle launched its second edition today. The magazine, published by McNab Visuals, will be used to promote travel and culture locally and regionally. It goes to print five times a year and can be found in hotels, hotspots and Maya Island Air. The print magazine is complemented with online, digital and social media components. Creative Director Tanya McNab tells us more about her brainchild and how it differs from the tourism industry’s Holy Grail Destination Belize.
Tanya McNab, Creative Director, McNab Visual & CCL
“There is a two-third to one-third advertising ratio and all the content. It has everything from what you should do in different destinations and because we publish so often, you may see a San Pedro edition one time and you see a Cayo and out west another time. So, that is the only thing we have the opportunity to feature much more than we were in the past with just one and we have the opportunity five times. Going forward we want to look at influential people who have made a mark in Belize and made a mark in tourism to be featured in this cover series that we launched today. It will tell you what to do, where to go. It will also have editorial about conservation. As a rule, we always include articles on conservation and this time around it is called the belief in the reef. Each time we partner with OCEANA and they really help us get the information out that we need to be promoting responsible tourism in Belize.”
“How does this differ from the Destination Belize magazine; does it compete with that?”
“I cannot speak to the current destination magazine and what their plans are. However, I don’t see it as a competition because it is a different model; completely different approach. We had a certain vision and a certain goal as to what we wanted to do at McNab and so on our own we are able to achieve those goals and expand into different programs that we would have had to do on our own. But Destination Belize traditionally is more of a country-guide and while this will be a guide and it has maps and facts of destinations, this is more of a magazine in the true sense of what you’d see on a newsstand every two months.”
The Caribbean Culture and Lifestyle Magazine also launched an ambassadors program to work with local influencers such as photographer Leonardo Melendez and beauty queen Rebecca Rath to promote travel and Belizean culture on social media.