In today’s digital landscape, being multilingual isn’t just a valuable skill—it’s essential to expand into new markets and connect with diverse audiences. At Avant Garde, we believe that language skills and cultural understanding go hand in hand when delivering high-quality services worldwide.
To prepare for our growing participation in the LATAM market, our Project Manager, Digital Marketing Officer, and Junior Content Coordinator embarked on a two-week Spanish immersion program at the highly esteemed Christian Spanish Academy in Antigua, Guatemala.
In December 2023, we began this transformative journey to strengthen our Spanish language skills and gain a deeper understanding of Latin American culture.
Our Visit to Antigua Guatemala
Our days in Antigua consisted of attending classes from 8 am to 3 pm. We were each assigned to individual instructors for the entirety of the program. They spoke to us strictly in Spanish and taught lessons that enhanced our Spanish vocabulary, grammar, and conversational skills. Each lesson was interactive and insightful. We learned a lot about Guatemalan culture and were able to share bits of Belizean culture with our instructors as well.
Chocolate Antigua & Nispero Museum
After our first day of classes, we visited Chocolate Antigua, where we learned how cacao is processed and turned into chocolate. Then, we stopped by el Museo del Nispero, the Nispero Museum, and learned the history of how the nispero fruit reached Guatemala, how nispero wine and honey is made, and did some wine tasting.
Learning the Art of Huipil Making
Our second day of classes concluded with a short trip to San Antonio Aguas Calientes, to visit the home of one of our kind instructors. Her family graciously welcomed us into their home and demonstrated how they make huipils – intricately hand-woven traditional garments. After getting to try the handmade pieces on, they showed us around their property which housed their fruit and vegetable garden and enclosures for their chickens and peacocks! We ended the evening with by sharing a homemade meal of pepián – a homemade Guatemalan stew.
Cooking Class with CUSCUN
The team at CUSCUN was kind enough to offer our team an unforgettable rooftop cooking experience. They specialize in authentic Guatemalan cooking experiences. A cooking class with them will teach you more about Guatemalan food, culture, traditions, and everyday life. They offer custom-made cooking classes, evening street food tours and off-the-grid tours around the city of Antigua. We highly recommend booking a tour with them if you ever visit Antigua!
The cooking session was engaging and very interactive. That evening, we were cooking in their gorgeous rooftop kitchen. We got to work as a team and prepare dishes with their guidance. Our instructors were knowledgeable, patient, and ready to answer any of our questions. By the time we’d finished cooking, the sun had set, and we indulged in a relaxing rooftop dinner with an unparalleled view of the city lights. We made traditional dishes like doblados, rellenitos, pepián, and naranjitos which were delicious (not to pat ourselves on the back!).
Visiting the Antigua Artisan Market
As part of our cultural immersion, we visited Antigua’s central produce and artisan market. After touring the market, we got the opportunity to purchase souvenirs from locals and practice our Spanish conversational skills.
At the end of the day, we drove up to the Cerro de la Cruz monument, where we got a view of the entire city and surrounding volcanoes.
Guatemalan Art Museum & Our Last Day
As our time in Guatemala came to an end, the academy held a small award ceremony where we received our certificates of completion, and our instructors shared some kind words. It was a privilege to embrace and learn their culture and be taught by them for the entirety of our program.
Our last activity in Antigua was visiting Museo Nacional de Arte de Guatemala (MUNAG), Guatemala’s national art museum. The museum’s displays were a meticulous blend of contemporary and traditional art installations. Walking through gave us a better understanding and appreciation for ancient Guatemalan heritage.
Preparing for LATAM Expansion
As we continue to expand our reach, particularly in the Latin American region, being fluent in Spanish is critical to our success. This immersion program was part of our broader strategy to ensure our team can communicate effectively with Spanish-speaking clients and partners and deliver culturally relevant marketing strategies.
Why Language Immersion Matters
The immersive experience in Antigua provided our team with a unique opportunity to:
- Build conversational fluency in Spanish, enhancing their ability to engage with clients and stakeholders across Latin America.
- Gain cultural insight (key to creating marketing campaigns that resonate with local audiences.)
- Equip our agency to handle LATAM projects more easily.
The Christian Spanish Academy was an ideal partner for this training, offering high-quality instruction in a culturally rich environment. Our team returned from the program more confident and ready to apply their new skills to upcoming projects.
The Value of Multilingual Capabilities in Digital Marketing
For businesses looking to expand their global reach, having a team that speaks the language of your target market is invaluable. At Avant Garde, we prioritize continuous learning and development to ensure our team is always equipped to meet the diverse needs of our clients. As we prepare for greater involvement in the LATAM market, our newly enhanced Spanish skills position us to deliver even more tailored and impactful campaigns.
