Belize had been following all the rules of tropical vacation travel – honeymooners on the beach, tall frosty drinks, massages by the pool. Two problems: It was generic travel advertising; and it wasn’t at all true to Belize, a truly unique and even somewhat oddball destination. So we ignored all the rules, focused on a largely ignored group we dubbed Adventurous Explorers (not tourists), and created a campaign that's as unique and quirky as Belize itself, resulting in their largest growth in tourism ever, as well as a 2.4 increase in overall GDP.