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 locations that showcase the destination’s beautiful beaches, cosmopolitan cities, 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, National Geographic, among others.