Guatemala’s anti-outdoor outdoor

How the country persuaded Americans to visit a country refreshingly free of advertising clutter.

Are you capable of finding Guatemala on a map? If not, don’t worry – you’re not alone. But Guatemala’s tourist board and the agency d4 McCann found a terrific away of making the country stand out. And they did so in one of the most message-cluttered locations in the world: Times Square, New York City. The ad grabbed eyeballs thanks to its simple call to action in Helvetica on a white background. The message? “Now come to a place without billboards. Come to Guatemala.” Followed by some beautiful images of the country. With 480,000 impressions and a total reach of 5.7 million, one can only hope the campaign helped put Guatemala back on the map.