About

Summary

Guyana, with a population of only 750,000 people of which 90% live on the coast, has one of only four pristine rainforests left in the world. Tourists can enjoy a lively coastal Caribbean vibe combined with a wilderness Amazonian experience staying in community-owned ecolodges. In 2014 Guyana was virtually unknown as a tourist destination and Acorn was commissioned by the Ministry of Tourism, Industry and Commerce to develop a fresh, new brand identity and marketing strategy for Guyana. 

As part of a larger project for the Guyana Tourism Authority, Acorn worked alongside our longstanding influencer marketing partner, Blogilicious.com to help promote the country's diverse tourism offering. The overall objective was to raise awareness of the country's unique ecotourism offer and increase visitor numbers and spending.

Our Approach

With the help of Blogilicious.com, we identified 15 leading travel influencers from North America and Europe and organised familiarisation trips for them to promote the destination. The influencers were chosen in relation to the profile type of their followers on social media and previous work. Both hard and soft adventure trips were organised for the travel influencers to experience helping to showcase Guyana's natural beauty and biodiversity.

Outcome

The familiarisation trips generated more than 40 articles and videos, generating overall more than 11.8 million impressions for the #discoverguyana hashtag and more than 200,000 mentions across various social media channels. The 40 articles were also syndicated to more than 80 adventure travel bloggers that were active in Guyana's target markets.

Overall, the campaign resulted in a significant increase in visits to Guyana’s website whilst also substantially improving Guyana’s domain authority score and its positioning as a world standard ecotourism destination.