Belize Tourism
GRAB LIFE COACHES
Belize’s “Grab Life” platform was built on adrenaline-fueled adventure — but post-pandemic, travelers were looking for more than just the rush.
Modern travel isn’t only about the activities you do, but how a place transforms your mind, body, and soul. We saw an opportunity to evolve Grab Life from pure adventure into a deeper, more human expression of fulfillment.
We introduced the Grab Life Coaches — real Belizeans who embody the destination and guide travelers toward what they’re actually seeking. By reframing adventure as emotional, cultural, and physical enrichment, the campaign positioned Belize as a place you don’t just visit — you feel.
I was part of concept ideation, coach casting, and design execution across print, social, and OOH.
We cast three local Belizean Grab Life Coaches of Mind, Body, and Soul — credible experts with the warmth to invite you in, and the wisdom to be worth listening to.
social
We introduced each coach individually across Belize’s social accounts.
paid social
In places where the coaches aren’t present, we used a distinct “life coach” tone of voice (calm, reflective, and motivating) so that every piece of content felt like mantras from the coaches.
OOH
DIGITAL
The Grab Life Coaches extended into Belize’s trip-planning app, guiding travelers with personalized itineraries, curated recommendations, and a chatbot that spoke in the voice of a coach.
From the GLC Soul, a cooking class rooted in the true soul of the country - its food. From the GLC Mind, a meditative temple tour designed to slow things down. From the GLC Body, a guided scuba tour of the Great Blue Hol.e
CREDITS
Agency: Bright Red / OMC
Video Production / Photography: SEED
Video Editing: Luke Liles / OMC Studios
Chief Creative Officer: Jennifer Bell
Creative Directors: Jason Piroth, Adam LaRocca
Art Director / Designer: Emily Bernstein (me)