Panama - Follow the call

ROLE:

CCO, Creative Lead, Creative Director,

BRIEF

Panama is a relatively uncharted destination for most people, low on the priority list as a holiday or travel destination. Panamanians are very proud of their rich heritage, vibrant lifestyle and culture and differentiation of surroundings and attractions within the country and want to attract a particular type of traveler- the discerning traveler. In their own words - we don't want everyone - but we want those who will embrace, contribute and leave with Panama's essence at heart.

CHALLENGE

Asking travelers to respond to a culture or destination they are unsure of is difficult, giving travelers the right amount of trust and excitement for adventure and the unknown is a fine balance, and we need to speak to a particular type of traveler, not a generic cross demographic sweep.

We were asked to rebrand the destination, and come up with key campaigns to entice the discerning traveler, building awareness and generating a library of content and assets.

IDEA

After deep strategic research and consumer insights, built around the idea that the vibrant energy and essence of Panamanian life can’t be described, but only experienced and shared, we developed the Brand Tagline: Panama - Live for more.

Brand Launch Campaign: Live for more
(Created during the Pandemic)

Brand Campaign: Follow the Call

EXPRESSION

Brand Strategy, Tagline, Logo and Brand refresh, Film, Digital Focused Content, Photography, Design, Tone Of Voice.

RESULT

Campaign is still live, Initial results showed:

Over 20 Million Views across Campaign & Social

30% Increase in Web Traffic

30% Increase in Social Media Growth for owned channels