TRUE aims to delve deep into what sets each destination apart. Its inhabitants, landscapes, traditions, and ways of life form the centerpiece of a narrative created to forge emotional bonds with viewers and encourage a more conscious approach to the territory. In a context where imagery heavily influences travel choices, the project combines documentary storytelling, destination positioning, and an internationally focused communication strategy.
Infinito Studios oversees the format management as well as the creative, editorial, technical, and production development of each edition. GJC participates as a co-producer and territorial development partner, holding primary responsibility for institutional and commercial growth, relations with destinations, and adapting proposals to their tourism goals. Through GJC, TSTT will help identify and open opportunities, facilitate discussions with decision-makers, provide insights, and offer institutional backing throughout the development of each potential edition, as well as broaden its outreach within the international tourism community.
Ownership of the TRUE format, its trademarks, assets, rights, and commercialization belong to CTMOBS LLC and Infinito Studios, pursuant to the terms established between both entities. Materials, messaging, imagery, interviews, and format references will be coordinated with Infinito Studios and remain subject to the applicable approval channels.
An audiovisual proposal tailored to each territory
The suggested format contemplates six episodes of approximately thirty minutes each, yielding a total of one hundred and eighty minutes of documentary content per territory. An internationally recognized host will act as the narrative anchor of the journey, although multiple formulas can be explored, and this figure is not an essential prerequisite. The local perspective will be paramount to showcasing each location through its own voices, featuring individuals and communities that help viewers understand the relationship between heritage, daily life, and tourism activities, delivered with meticulous production and international appeal.
The proposal builds upon the precedent of TRUE Guatemala, a project commissioned by the Guatemalan Institute of Tourism starring journalist Harris Whitbeck. That experience produced a documentary series for Prime Video alongside assets designed for television, digital platforms, and social media. This background serves as a starting point to adapt the format to other destinations, respecting their unique features and building narratives that reflect the cultural and territorial diversity of each country.
The content is organized around six main themes: cities and communities; water; gastronomy; mountains and hiking; nature; and craftsmanship and trades. These axes allow exploration of both renowned locations and environments less present on international circuits. This framework is orientation-based and can be adjusted during editorial development so that each season reflects the destination's attributes without imposing a uniform narrative on realities that deserve to be told from their own uniqueness.
The culinary dimension will explore products, cuisines, and customs that express the memory of communities. Chapters dedicated to nature and water will offer opportunities to discover ecosystems, rivers, coasts, and landscapes, while traditional trades will showcase knowledge passed down through generations. As a whole, the initiative seeks to present a travel experience connected to people, capable of inspiring curiosity about local heritage and highlighting activities that contribute to local identity.
International distribution and promotion
The TRUE model envisions distribution via Prime Video, accompanied by an international campaign targeting markets selected according to each territory's priorities. Distribution, release schedules, and promotional actions within the Amazon ecosystem will be subject to applicable agreements, availability, and relevant approvals for each edition.
Planning will account for factors such as air connectivity, affinity with the experiences offered, spending capacity, length of stay, and tourism diversification. The proposal includes actions within the Amazon ecosystem—subject to approval—and complementary amplification across digital outlets, press, and social media to extend content visibility over time.
Beyond full episodes, the project includes trailers, teasers, short clips, interviews, behind-the-scenes footage, graphic assets, and versions with international subtitles. These resources will enable continuous communication before, during, and after the premiere. Promotion is designed as a sustained effort combining the series' appeal with channel-tailored content, fostering new opportunities for destinations to connect with audiences seeking rich cultural and natural experiences.
Performance evaluation will encompass metrics such as brand awareness, viewership, reach, engagement, search trends, and travel intent. This approach allows for analyzing audience responses and guiding campaign optimization. Production timelines, release conditions, and distribution markets will be finalized for each territory based on the development of the edition and platform terms.
TSTT’s role in international projection and development
Tourism and Society Think Tank will play an active role in presenting TRUE to different destinations, initiating discussions with public and private stakeholders, conducting initial qualification of opportunities, and providing high-level institutional support. Its industry expertise, network, community, and convening authority will help position the project in key decision-making forums and align it with the real priorities of each territory.
As an edition progresses, TSTT will support its communication before, during, and after release, helping mobilize experts, members, media outlets, and partners around the destination. Coordinated through GJC, with Infinito Studios managing areas subject to format rights, this participation will extend the institutional and editorial lifespan of TRUE, bringing each territory closer to global audiences through stories that celebrate their communities and those who keep their cultural identity alive.
Project credits
Format Executive Production: Infinito Studios and CTMOBS LLC
Coproduction & Territorial Development: Global Journey Consulting, UN Tourism Affiliate Member
Institutional Development, Communication & Amplification: Tourism and Society Think Tank
For further information: comm@tourismandsocietytt.com
