Belize Tourism
GRAB LIFE COACHES
Belize has long owned the motto “Grab Life,” defined by adrenaline-filled adventures. But for today’s travelers, it’s not always about the actual adventures, but more about how those experiences transform you on a deeper level: the mind, body, and soul.
We evolved the meaning of Grab Life with the Grab Life Coaches - real Belizean’s who embody this new perspective, and teach how Belize guides travelers toward the fulfillment they seek.
My Role: Art Direction and Design
meet the coaches
We casted three authentic Belizean “Grab Life Coaches,” each designated an expertise in Mind, Body, and Soul.
We introduced the coaches on social and OTT.
their PHILOSOPHIES
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.
Their ITINERARIES
The coaches encouraged travelers to live out their “grab life” mantras by sharing Belize itineraries built around their personal specialties.
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.
We rolled out custom itineraries and recommendations on web and inside the Belize trip-planning app.
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)