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.
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’