Panama Markets Itself as Tourist Destination

The campaign will feature more Internet and less television in order to attract international tourists.

Tuesday, September 7, 2010


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According to Prensa.com, the agency "BB&M, from this year, will be in charge of developing the campaign, now that the National Tourism Council has awarded it the contract that used to be managed by Publicuatro (P4)".

Another of the Panama Tourism Authority's (ATP) key strategies is to form partnerships with major US travel agencies to promote Panama as a tourist destination for Americans.

The change in strategy was informed by a Menlo study suggesting that, "every day the number of people in the USA that watch TV advertisements is less and less".

More on this topic

The Advertising by Result Revolution

March 2011

Major Internet companies create new scenarios in order to build a brand.

While media debates on the payment model or blind faith in graphic advertising formats suitable for branding, a battle is taking place in advertising results.

Brands want to participate not necessarily spending money on advertising platforms but through internal 2.0 communication experts.

The Effectiveness of Internet Advertising

November 2011

"Of all the people who see a banner on the Internet, only 1 percent click. But the remaining 99 also made contact with the advertisement, and although they didn’t access it, they still received the message."

The advantage internet advertising has over traditional media, is that it is possible to objectively measure its impact, by counting the clicks that tell us that the reader is interested and needs more information about the product, service or brand on offer.

Digital Advertising Growing in Guatemala

December 2010

Attracted by its effectiveness and how easy it is to measure the impact of advertising targeting markets, as well as its relative low cost, advertisers increasingly use digital media.

While traditional media continue to lead in advertising investment, in Guatemala the portion of the budget devoted to online media - websites, social media and mobile devices is growing, reaching about 10% of the total, noting that the country is following the trend of developed countries, where even the reign of television as the premier advertising medium is being challenged by the Internet.

Advertising Spending Continues to Move to the Internet

April 2009

The recession has only slowed its pace of growth. Strange as it may seem, the crisis accelerated the transition to digital advertising for many businesses.

In contrast to traditional advertising, digital advertising continues to grow. Internet participation in the total expenditure on advertising is growing at least 1% annually.

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