By BBN Staff: The Belize Tourism Board (BTB) has engaged in a new marketing strategy in Canada to promote Belize as a destination through music and dance.
According to a Canadian report, the BTB’s latest marketing pitch involves a custom-made drum in Toronto’s Yonge-Dundas Square where passersby can create their own music. The rhythm and volume of the beat generated by the drummer would then “power” a video of a Belizean boy dancing on one of the CF Eaton Centre’s new 90-foot digital billboards.
BTB used the marketing agency Olson to execute its strategy with the drum-to-screen custom software built by Street Factory Media.
Ryan Inda, creative director at Olson, said the campaign was aimed mostly at the 18-34 demographic, specifically at avid travellers looking for an alternative vacation destination — an image he said was supported by the creative.
“It’s different from a trip to Mexico or Jamaica,” Olson told MiC. “It’s not about sitting on the beach with a cocktail, it’s about doing something active and really engaging with this local culture.”
Olson came up with the idea for the drum after meeting with a Belize-based NGO Drums Not Guns, which aims to get children and teens off the streets by teaching them to build their own drums.
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