Skift Take

A small but tactical effort by Haiti, targeting the diaspora.

In the aftermath of Haiti’s 2010 earthquake, the focus of country’s Ministry of Tourism is simply to keep Haiti visible as it continues efforts to rebuild, while remaking its image to attract both leisure travelers and investors.

In an innovative positioning move…in Miami installed a giant billboard near 79th Street and Interstate 95 in Miami to help attract tourists and investors to the country. “Live the experience — Seize the opportunities” is printed across an image of a tropical coastline and blue waters.

The billboard is seen by about 664,000 viewers per week, according to Francois Guillaume, Haiti’s consul general, who said it is the first in a series of media campaigns to boost Haiti’s image.

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