“Curiouser and curiouser!” cried Alice.
Only this time, her Wonderland turns out to be Belize.
Belize is a magical rabbit hole. Once you slide down into it, you almost never want to leave. I don’t and it has now been 2.5 years, one hurricane, three rainy seasons, two bicycles, scores of trips to the reef, more beautiful days than the imagination can grasp and more smiles from passing strangers than I ever thought possible.
This is Belize.
When I try to explain it, though, it comes off like shiny and colorful postcards — Palm trees! Sand! Blue-green waters! Sunshine! Barrier reef!
There is a word for that. Well, a made-up word: Vemodalen. It means “the frustration of photographing something amazing when thousands of identical photos already exist.” You can look it up in the entertaining Dictionary of Obscure Sorrows.
Let me explain vemodalen for you in two words: Blue Hole.
Belize is so much more. And apparently the Belize Tourism Board and its advertising agency have been grappling with how to show the less-cliched sides of this amazing country.
In my estimation, they have succeeded wildly.
In an attempt to combat dejavutography and set Belize apart from the crowded Caribbean tourism racket, BTB and its advertising partner Olson have launched a new campaign that pursues culture and experiences that are outside the cookie-cutter pool of Caribbean imagery. Launched this past week, it is titled “Belize: A Curious Place.”
Ad Week explains: “Tourism campaigns for Caribbean destinations often have a similar aesthetic—sandy beaches, honeymooning couples, frosty drinks by the pool. But the Belize Tourism Board and its agency, Olson, had enough of that. For its latest ad campaigns, the BTB focused on local experiences unique to Belize . . . ”
Exactly. You see one set of bare feet in the sand, you’ve seen them all.
Karen Bevans, director of tourism at the Belize Tourism Board, explains the new campaign in Ad Week magazine, “It tells a story, and it shows the true Belize, and that it’s different than any other destination. The locals are so passionate about their country, and that adds to the campaign because you can see their passion.”
Indeed. You can also see a surprise cameo by one of the most photographed institutions on Ambergris Caye, Coconut Leo. Curiously, he shows up in the video titled “Birds.” Go figure. Leo is doing what he has done for ages, thrilling visitors with his high-wire coconut tree antics, in this case shimming down a tree face-first.
It is an unexpected delight at the end of a clever ad.
As you’ll see here, most of them are unexpected delights, sweet glimpses into the colorful and authentic side of Belize.
This entry was posted in Belize, This is Belize and tagged Ad Week, Ambergris Caye, Belize, Belize Tourism Board, Belize: A Curious Place, Blue Hole, Bound for Belize, BTB, Caribbean, Coconut Leo, Karen Bevans, Olson, Robert J. Hawkins, San Pedro, tourism, vemodalen.