Ministry of Tourism of Panama

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.

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.

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

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.

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.

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