Panama, January 9, 2008. Tourism minister Ruben Blades and the executive board of the Panama Tourism Bureau IPAT presented yesterday, together with governmental representatives, important personalities from the entrepreneurial world and colleagues from the tourism industry, the new international promotion campaign under the slogan “Panama – It will never leave you”.
The new campaign is part of the IPAT marketing and communication strategy and promises to give continuity to the remarkable boost in respect of the number of tourists which have been coming to Panama in the last years. Within the next five years 9.5 million US$ will be spent for the development of a program including promotion, publicity, public relations, market research and trade marketing to make Panama one of the most preferred international tourist destinations.
“This campaign is extremely different to other international tourism campaigns for its innovative elements” explained Ruben Blades, minister of the Panama Tourism Bureau IPAT. “To achieve a successful campaign we worked together with famous personalities and one of the most awarded and creative producers of the last years”.
By means of a new corporate image, new communication channels and new marketing tools like TV-Spots, advertising campaigns and direct marketing, the international traveler will get full service and receive all the informations he needs, be it for business trips or holiday plannings.
The consistent refinement, including the redesign and the restructure of the official webpage of Panama (www.visitpanama.com), will assure the further growth of the touristic boom in Panama, which already is the major part in gross domestic product.
Great tools for tourists for example are the interactive information booths, which in the first step will be installed on important hotspots like airports and shopping centers. Travelers can find out about all kind of information, like exchange offices, malls, hotels, restaurants till specific information about Panamanian destinations.
Panama keeps on growing and forecasts indicate a touristic inversion round about 918 millions US$ till 2009. This year Panama can count on 1.206 new additional habitations and an estimated 2.800 new employments in the tourism industry.
“The positioning of the brand “Panama” is the primary step and with this campaign we surely will achieve it”, explained Kathy Guardia, Director of Marketing and Communications of the Panama Tourism Bureau IPAT. “The valuable brand Panama will be synonymous to fantastic experiences and unforgettable impressions in the North American, Latin American and European markets”.
The accomplished efforts of the Panama Tourism Bureau to promote Panama as a preferential tourist destination include important cooperations with private companies as well as foreign investment companies – airlines, cruise lines, etc.
The new campaign is, without a doubt, conform to the Sustainable Tourist Development Master Plan of Panama 2007 – 2020, which recently has been launched by the Tourism Minister Ruben Blades. The implementation of this new Master Plan is formulating action plans and development inversions for the different touristic products, organizing statistics of the tourism sector, designing a promotion and international commercialization strategy and elaborating a national long term strategy to bring forward the tourism of the Republic of Panama.
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