Guatemala Puts The Word Out That They're More Mayan Than Mexico
The Guatemala Tourism Board has become the latest tourism organization to go all-in on web marketing. The board's new "Last Minute" campaign tries to bring together potential travel customers with potential travel providers. Ads will be placed on Google and Facebook and aimed at users who are already searching for Guatemala-related topics, so it won't interrupt your Facebook zombie app or anything.
Users who click on the ads will be taken to a campaign-specific English/Spanish website. The site tries to go beyond the usual "come here because we're awesome" tourism site, linking the 70+ sponsoring travel companies with users. Offers run the gamut from accommodations to food to activities. The site will also include 25% off coupons for these amenities, plus car rentals and tours.
"Last Minute" will run during September and October and will target North and Latin American web denizens. It's branded to emphasize Guatemala's Mayan past, describing the country and region as the "heart of the Mayan world"and here you thought that was Mexico, right?
We've been pretty critical of travel companies that use Facebook for Facebook's sake. In this context, though, using text-triggered searches makes a lot of sense. There's a very small subset of people who might be ripe for last minute Guatemala-related advertising. By any reasonable measure they're swamped by people who are out of reach. So waiting for people to search for something like Guatemala travel instead of launching a traditional legacy media ad campaign equals smarts.
[Photo: Marie Carianna / Wiki Commons]
· Guatemala Tourism Board< [Official Site]
· Guatemala Coverage [Jaunted]
· Tourism Boards Coverage [Jaunted]