The starting point is a series of six thirty-minute episodes exploring the culture, cuisine, nature and experiences that shape Guatemalan identity. Far from remaining a television format, the project was conceived from the outset as the foundation of a much broader ecosystem. Those episodes gave rise to more than seventy different pieces of content, shared across social networks, digital platforms and news media with a 360-degree approach.
The strategy set out to accompany viewers at every moment of consumption, from a short ad that pops up on a phone to a full episode watched at leisure. The series was therefore distributed on Prime Video and Tastemade, with additional broadcasts on the H2, Claro TV and TVV channels. At the same time, amplification extended to Meta, TikTok, YouTube, Amazon DSP, Prime Video Ads, Twitch and a range of programmatic advertising formats.
The campaign map reflects a clear international ambition. In North America, the message reached the United States, Canada and Mexico. In Europe, it was spread across Spain, France, Germany, the United Kingdom, Italy and the Netherlands. Costa Rica and Colombia completed the list in Latin America, a region where Tastemade also added its own distribution. The chosen audience was men and women aged 18 to 65, from middle, upper-middle and high socioeconomic groups, with an interest in culture, gastronomy, adventure, nature, ecotourism and high-end travel, addressed in both Spanish and English.
Viewing figures show that interest went well beyond the surface. The series reached 1,112,127 views, of which 414,063 came from Prime Video and 698,064 from Tastemade. On Amazon’s platform, audiences spent 8.97 million minutes watching the episodes, the equivalent of around 149,580 hours spent among the country’s landscapes, flavours and traditions. January and February 2026 alone contributed more than 3.7 million of those minutes.
On social media, the campaign recorded 157.67 million advertising impressions across Instagram, Facebook, TikTok, X and LinkedIn. TikTok led the way with more than 68 million exposures, followed by Facebook and Instagram ads, which exceeded 61 million, and by YouTube, with more than 20 million.
The rollout was organised in four stages. October 2025 marked the launch and the first presence on Prime Video. November and December brought digital amplification, the arrival on Tastemade and the broadcast on H2. January and February kept distribution and social media advertising going, while the final stretch, from March to May 2026, added Twitch, the rebroadcast on H2, Claro TV, TVV and the Mexican radio station NRM.
Beyond the numbers, the initiative has left a lasting mark on the country’s reputation. Associating the destination with a platform such as Prime Video raised the profile of Guatemala’s tourism promotion programme, opened doors in news bulletins and generated wide public resonance. That attention has translated into a positive assessment of the work of Harris Whitbeck at the head of the Guatemalan Tourism Institute (INGUAT).
TRUE Guatemala shows that promoting a destination can go far beyond traditional advertising. When a well-told story is combined with smart distribution, a country stops being just a name on the map and becomes a place travellers feel they already know before they arrive.
