Great article in PanamaToday about our team making it to the World Cup. While we did not win, the one goal we made was like a true dream come true. We did it!!
The passion and joy of the Panamanian fans for their football team during their visit to the World Cup in Russia, combined with the country’s tourist attractions, are part of the two new tourism promotions launched today in the markets of Canada, Spain, USA, and Latin America.
The digital campaign was launched by the Tourism Authority of Panama (ATP), in addition to the four visual pieces in English and Spanish that are already screened in those countries.
“Panama for Dreamers, Not Only for Tourists” is the message conveyed by the visual pieces that show images of Panamanian fans proud of their flag, and tourist sites such as Fuerte Amador, Casco Antiguo, as well as activities like carnivals, surfing, diving, shopping and whale watching.
“With this piece we are looking to present the country where the most joyful fans in the world come from – a happy country with dreams that come true – and we want those who visit us to live the joy of our people and fulfill their dreams of living the better experiences “, said the general director of the ATP, Gustavo Him.
The 35-second version can be seen on international channels such as ESPN, and platforms such as YouTube and Google search engines.
The videos were inspired by the sense of nationalism generated by Panama’s debut in a football world cup, in Russia 2018, with the motto: “The important thing is not only to win”, that is to say “We are Panama”.
Him highlighted that the presence of the country in the World Cup became a great showcase to promote national tourism products, given that Panama was the only destination that had a marketing presence in the outside of the stadiums where the national team played.
The Tourism Minister said that with the videos, the entity thanks the fans of the Panamanian team, the so-called “Marea Roja” (Red Tide), for the effort to travel to Russia to support the team and enhances the exhibition that had as tourist destination Panama in the world Cup.
In early June, the ATP launched four advertising pieces in shopping, gastronomy, conventions and nightlife, continuing the international promotion campaign.
Since 2017, the Panamanian nation gave the go-ahead to the US digital advertising agency VML to execute a marketing and communication strategy in several markets that promoted the country as a tourist destination, at a cost of 20 million dollars.
Tourism represents around 10 percent of the gross domestic product (GDP) of Panama, one of the most dynamic countries in the region, which in 2017 experienced an economic growth of 5.4 percent.