- TRUE GUATEMALA was the starting point for this global vision.
- Featuring the international journalist and director of the Guatemalan Tourism Institute (INGUAT), Harris Whitbeck, it has more than fulfilled its aim of showcasing the country from an authentic and powerful perspective.
The six-part documentary series is an original production developed in partnership with Amazon Prime and Infinito Studios, in collaboration with the Tourism and Society Think Tank, positioning TRUE as the most ambitious audiovisual tourism promotion project on a global scale.
Over six weeks of filming, the team travelled to various destinations in Guatemala, creating audiovisual content that combined television spots, web series, short videos for social media, photographs and a documentary series for Prime Video, resulting in some impressive figures.
Eleven international markets. One story
The media placement certificates identify the following countries for social media and programmatic buying. The strategy covered markets in North America, Europe and Latin America.
- NORTH AMERICA: 3 markets: United States · Canada · Mexico.
- EUROPE: 6 markets: Spain · France · Germany · United Kingdom · Italy · Netherlands.
- CENTRAL AND SOUTH AMERICA: 2 markets: Costa Rica · Colombia
Target audience for the campaign
- Profile: Women and men aged 18 to 65, from middle, upper-middle and high socio-economic backgrounds.
- Interests: Culture, gastronomy, adventure, nature, ecotourism and high-end tourism.
- Languages: The campaign includes communications aimed at both Spanish-speaking and English-speaking audiences
A story that reached beyond the screen
TRUE Guatemala brought together a six-episode documentary series available via streaming and television, editorial content on tourism, and a sustained digital advertising campaign. The destination remained visible across various consumption formats: from short adverts to full episodes.
- Content. A narrative of the destination. Culture, gastronomy, nature and experiences as a gateway to Guatemala’s identity.
- Distribution. Time to discover it. Prime Video and Tastemade / FAST, with additional broadcasts on H2, Claro TV and TVV.
- Amplification. Presence across more platforms. Meta, TikTok, YouTube, Amazon DSP, Prime Video Ads, Twitch and programmatic advertising.
- Total digital reach, consolidated between October 2025 and May 2026: 280,329,401 ad impressions + views.
- Prime Video: 8,974,794 cumulative minutes of viewing
- True networks: breakdown by platform: TikTok Ads 68,303,013; Facebook + Instagram (Meta Ads) 61,591,428 and YouTube Ads 20,453,173, totalling 150,347,614.
In addition to the 180 minutes of the series, TRUE has produced a wide range of promotional assets:
- 1 official international trailer and 1 cinematic trailer.
- 6 episode-specific trailers.
- 6 premium teasers.
- Approximately 30 short video clips.
- Reels, Stories and vertical content.
- Behind-the-scenes footage, interviews and content featuring the cast.
- Materials for the press, media and influencers.
- Official poster, episode posters and animated graphics.
- International language versions and subtitles.
Beyond the figures, there are other factors that are impossible to quantify, such as the enhanced prestige of the destination and the boost to its reputation. The country’s association with Prime Video raised the profile of Guatemala’s tourism programme, making headlines and generating significant social impact, which has led to positive assessments of the work of Harris Whitbeck, head of the Guatemalan Tourism Institute (INGUAT).
The digital ecosystem, comprising six episodes of 30 minutes each, is just the beginning; it forms the foundation upon which more than 70 different pieces of content, with a 360° reach, were created and disseminated across social media, digital platforms and media outlets worldwide.
TRUE is a premium documentary series that reveals the soul of each country and portrays it through a local lens with global impact.