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Panama To Launch Worldwide Advertising Campaign

05-19-2011 09:20 AM CET | Tourism, Cars, Traffic

Press release from: Newlink Communications

Miami, Fl May 18, 2011 - The Panama Tourism Authority (PTA) has launched a global advertising campaign to promote the country as a premier tourist destination during a ceremony held before the authorities of various tourism associations, media and special guests. The campaign seeks to emphasize the main benefits of tourism in Panama by highlighting five stunning locations that showcase our beautiful beaches, cosmopolitan cities with their exuberant nature, diverse culture and variety of ethnic groups throughout the country, and of course, the main tourist attraction for international visitors: the Panama Canal.

The campaign emphasizes Panama’s connectivity and easy access as the eighth largest air hub in the world and one of the main crossroads of the Americas. This is echoed in the closure of the campaign video, "More than 80 destinations, Panama is always close to you.”

This marketing strategy has five different television spots, in English and Spanish, which will air simultaneously in the United States, Latin America and Europe, tapping the global reach of such outlets as Discovery Channel, British Broadcasting Company (BBC), Eurosport, ESPN and CNN. The strategy includes print advertising in publications such as Reforma in Mexico, Universal Argentina, Travel & Leisure and National Geographic, among others. There will also be a digital media presence with Travel & Leisure Travel, Orbitz and Travelocity, as well as with the largest and most popular social networking sites, such as Facebook, Twitter and YouTube.

The focus of the advertising campaign is based on extensive market research carried out by GFK Menlo in Europe, USA, Canada and Latin America, showing that the attributes Panama offers are of high interest to travelers from those countries. With the creative focus established, PTA placed the advertising agency, BB&M, in charge of developing the material. For the creative director of BB&M, Rafael Arroyo, the challenge of communicating Panama to the world was one of his greatest satisfactions. "It's very emotional to present our country to the world. We did an important job with dedication and I hope the campaign will not only bring tourists to our country, but elevate pride in being Panamanian among our people," said Arroyo.

Shamah Solomon, General Manager of Tourism for Panama, is pleased with the quality of the work and expressed pride in the impact it will have. "Two years ago, when our administration dedicated itself to promoting Panama abroad, we developed different strategies that have achieved excellent results, while conducting studies on the interests of travelers. We wanted to make sure that our campaign was focused. We are pleased with the final product and the impact it will undoubtedly have on travelers seeking something exotic and different," said Shamah.

The private company, represented by the Panamanian tourism associations, showed satisfaction with the campaign and the positive effect it will have on domestic tourism, thanking the ATP for their efforts in creating a world-class advertising effort to effectively promote the country.

The production company, Voltage Productions, succeeded in capturing the essence of Panama with expert videography and editing, shaping each scene in a way that presents our country with extraordinary cinematic quality.

Videos can be seen on ATP's social networking sites:

YouTube: / enjoypanama
Facebook: / disfrutapanama / enjoypanama
Twitter: @enjoypanama

Leveraging this integrated campaign, the Panama Tourism Authority will provide, through international media, the opportunity to let the world know about all of the wonders of Panama, where we have the privilege of living. For Panama, it presents an opportunity to benefit greatly from the economic impact of increased tourism.

About Panama-
Panama is an authentic unexplored destination with an exuberant natural habitat and an enchanting history; a gem hidden between two seas. Panama’s prime location, in the center of the continent, allows it to be the main air hub in Latin America. The country offers stunning landscapes and diverse ecosystems in forests, beaches, mountains and the Canal Zone, as well as an exquisite combination of rich ethnic and colonial past favorable to the prosperity and benefits of modernity. The Panama Canal, or eighth wonder of the world, is a symbol of an entrepreneur country that besides being a logistics center for excellence, it is the most important financial center of the Americas and home to major multinational corporations and free trade zone. UNESCO has declared the Old Quarter of the capital, Panama City, a World Heritage Site. Panama has natural attractions, services, hotels and a massive Convention Center to receive the adventure and leisure traveler, as well as the business

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