Industry Updates

    The Tourism Authority of Panama (ATP) has introduced new advertising campaign

    03.07.2017

    The Tourism Authority of Panama (ATP) and its new agency VML are introducing a new advertising campaign with a unique selling proposition for a country trying to attract visitors: the country isn’t set up well for tourists.


    The Central American country has few all-inclusive luxury resorts. The region doesn't offer all-you-can-eat buffets. And Panama isn't meant for those that need hand-holding. In short, there are tourists and there are trailblazers. And Panama is looking to attract  the latter.

    «In Panama, there are a lot of hidden of gems that you must work for to experience,» says Sean Burns, executive creative director, VML. «A lot of locals haven’t seen the best parts of the country because it entails going off the beaten path.»

    The creative — shot by filmmaker Vincent Urban — suggests the «lush rainforests are for wanderers, rugged mountains for explorers…and forbidden islands for adventurers seeking the last vestiges of an untamed world.»

    «We set out to create an identity that was uniquely Panama – but more than people realized it was,» says Burns. «Thework is an invitation into discovering what this incredible country offers.»

    The WPP-owned agency is promoting this campaign via broadcast channels, PR, and print ads and pamphlets. Media also includes in-flight, paid Facebook and Instagram, digital display ads and YouTube pre-roll. Emails and other media direct people to the VisitPanama.com.

    This strategy is designed to convert people into becoming Panama enthusiasts while they’re looking for flights and researching more «cliché» destinations like Cancun, or Costa Rica, says Burns. «Importantly, while people are in flight to any number of destinations via Copa Airlines fleet of planes, they’ll be exposed to how great Panama is – which might just be enough to draw them to Panama next time.»

    The Panama Tourism Authority hired a VML to get an outsider’s take on their country. Last year, the National Tourism Council (CNT) and the ATP authorized a two-year budget of $20 million to develop an international advertising campaign. «We’re part of their target audience — U.S., Canada, Spain and they brought us to the table to create a unique perspective,» says Burns. «Previously, the PTA had been creating advertising based on how they see their country. We portrayed Panama in a way they never would have.»

    Text source:  www.mediapost.com

    Tsar Events Russia DMC & PCO has opened thier office in Panama City to help our clients with their events in Republic of Panama. Now we can help you with  ANY activity in Panama Republic. It can be:

    • incentive  or cultural trip
    • meeting  or congress
    • special event – wedding or gala dinner
    • transportation or accommodation service.

    Please, look at SAMPLE PROGRAM that we have prepared for you to show what can be organized for your clients in Panama. Just let us know and we’ll prepare tailor made program for you to face all your individual requirements.

    http://www.panama.tsar-events.com/

    Panama is quickly becoming a popular destination for holding conventions and international events. A modern infrastructure, which is often cited as the best in the region, direct flights to more than 50 cities in the region and 13 in the U.S, world-class attractions nearby, meeting facilities, hotels, excellent restaurants, a globalized populace, and a vibrant metropolis with more than 100 banks and exciting nightlife, all make Panama the perfect place to host first-class events.

    No matter what you’re looking for…in terms of climate, budget, convenience, or anything else… Panama is likely to check all the boxes.

    Panama is located at the center of Latin America, at the very point where Central and South America meet. It is home to one of the world’s fastest growing economies, which is built largely on the country being a primary provider of financial, logistic and commercial services to all the nations of the region. Its central role in Latin America is vested in its being a business friendly nation, and that is complemented by its attractive and comfortable lifestyle.

    Panama is a captivating mix of the historical and the modern, the natural and the manmade, the indigenous cultures and the international.

    Since Panama is historically a crossroads, people and cultures from all over the world meet and mix here, resulting in friendly atmosphere, fantastic restaurants, galleries and cultural events showcasing the world’s best art, cuisine, and more. Panama has none of the disastrous hurricanes and earthquakes that plague its Central American neighbors.

     


    RestaurantsHOTELSPeoplePANAMA CITYRUSSIAPANAMA