Case Study
Visit Panama
Rebrand, Tourism Campaign and Branded Content.
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My Role and Responsibilities
CCO, Chief Creative Officer
Creative Lead
Creative Direction
Art Direction
Production Oversight
Date: 2022 - Present
Agency: Beautiful Destinations
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
'Follow The Call'
Campaign. TVC & Digital / Social
Panamá is a destination unlike anywhere else on earth. Its adventurous spirit and colorful cultures appeal only to a certain kind of adventurer: one seeking a bolder, faster, more authentic travel experience. Not everyone hears the call, and we like it that way. Follow the Call was a campaign designed to promote the unique pull of adventure-based tourism in this small but mighty country.
Our talented dancers brought to life the idea of this undeniable “call”, dancing their way through wild adventures to ultimately discover what brought them to Panamá - the rare tropical Blue Macaws of the rainforest, the wild spirit of the indigenous communities, or the blue waters of the Pacific and Caribbean oceans.
Panama, Live for more
Campaign and Re Brand
Campaign created and launched during Covid
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 location within the country and so 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 to and leave with Panama's true essence at heart.’
We worked with them to understand Panamanian’s true spirit and the truly diverse nature of the landscape of Panama. With it being such a central location to so many destinations, the key challenge was the lack of knowledge people have of the differentiated possibilities that a trip to Panama can bring.
Through deep consumer insights research and understanding of the people of Panama, working closely with a Panamanian strategic and creative agency, Star5. We developed the idea of Panamanian Culture being about living for an abundance of everything, Living for more. With a focus on 3 core pillars of Blue - water and biodiversity, Green - The jungle and rich greenery of Panama, and Yellow - the culture and unique heritage of Panama’s history.
We developed a new Brand identity in partnership with Star5 and built a library of premium ‘always on’ content specifically designed for Panama’s key Platforms, creating over 1000 assets, from global campaign hero spots and longer form digital content to tactical OOH, social first reels, stories and activations, canvas ads and targeted paid ads looking to resonate with ‘The Discerning Traveler’. We also created content for trade and partner programs that seamlessly connected to the core campaign messaging.
For the Artwork, we crafted a bespoke type face and commisioned a well known Panamanian artist / Illustrator, Mariery Young, whose style was all about incorporating vibrancy, life and culture in panama, so fitted perfectly to our strategy for live for more. This set the base toanlity for the look and feel of the campaign.
The call of Panama was designed to directly connect with those searching for more, searching for untapped adventure and intrigue and looking for somewhere to not just experience, but connect with. Somewhere to ‘Live for More’. We built a campaign around only certain people being able to hear the call, and be instantly drawn to the amazing surroundings of Panama’s diverse nature.
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
CAMPAIGN MARKETS: USA, Latam
Campaign languages: English, Spanish.
TARGET AUDIENCES: GenZ, Millennials, Couples, ‘The Discerning Traveler’
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