Award-Winning Sustainable Tourism Campaign

Award-Winning Sustainable Tourism Campaign

THE BRIEF:

Build Guyana as a sustainable outbound tourism destination in the UK and the Netherlands, putting the destination on the map, creating intrigue and driving search (and ultimately bookings) to the country. 

THE APPROACH:

With the market relatively unknown to the target audience, the approach celebrated the natural and sustainable USPs of the country whilst also providing reassurance to would-be travellers that the country was set up to accommodate them.  

The development brief meant assessing Guyana’s unique tourism product and considering and implementing ways to productise, monetise and market this. 

Working alongside the Guyana Tourism Authority (GTA), the team identified the key-selling points of responsible tourism, wildlife and indigenous communities and heritage & culture, supporting the growth of the destination around these product pillars. As part of building ‘fame’ around the key product pillars, the team created an awards programme, lobbying and securing key place maker awards. 

Promoting sustainable tourism was placed at the heart of the over-arching strategy, to grow and develop the destination in a sustainable way, especially given the limited infrastructure and relatively low-volume connectivity.   

For the tour operators to be able to sell the new product through the travel retail trade, an agent training programme was devised and rolled out through multiple channels, including working with partner Online Travel Training. This gave large-volume access to the retail trade sector and educated and incentivised them about Guyana. 

This was furthered by co-op campaigns and a familiarisation trip programme, undertaken for product teams to experience Guyana first-hand. In addition, the team also represented Guyana at key travel trade fairs, managing a programme of travel industry meetings with tour operators, DMCs, trade associations and travel agents, as well as supporting the destination with PR, securing features in titles such as The Guardian, National Geographic Traveller, Wanderlust, BBC Wildlife, amongst others. 

RESULTS:

  • ‘Best in Sustainable Tourism’ Award at Experience Latin America, London
  • ‘Number One Eco-Tourism Destination’ at the Sustainable Destination Top 100 Awards, ITB Berlin
  • 16 new tour operator programmes
  • +6.1% (YOY) UK flights to Guyana (August 2019 to January 2020)
  • 168 media clippings outlining key destination messages