Ministry of Tourism of Panama

Background:
The Ministry of Tourism of Panama wanted to boost its position in the Spanish market and contract a representative agency to develop a communication plan during Fitur 2011.

Goals:
Position Panama as a safe and close destination for the Spanish market. Present the direct flights from Madrid to Panama City with Iberia; promote during Fitur the cruise lines offer of Panamá and inform about the latest luxury hotel investments.

Publics:
Spanish Tour operators and travel agents, hoteliers, investors and sectorial and general media. Potential travelers and European business customers.

Actions:
Management of a big event before Fitur, consisting on a training seminar for tourism professionals and journalists, followed by a cocktail. Creation of a press kit and press releases. Support at the fair with a business agenda for the Minister of Tourism and interviews with the media. Realization of a final graphic report and an institutional video.

Results:
The event gathered 250 people, and the country multiplied during Fitur 2011 its media exposure, obtaining interviews and important clippings in press and television with a media value of 465,000 euros.

Pana 05
Pana 09
Pana 02
Pana 07
Pana 04
Pana 03
Pana 11
Pana 06
Pana 10
Pana 01
Pana 08