The campaign features 27 prominent figures from the isthmus who demonstrate a picture of a Central America rich in culture, talent and landscapes through their testimony, and they invite you to discover an area of opportunity with successful, optimistic people who provide their talents to the development of the isthmus.
“Mucho Gusto Centroamérica" will feature radio, press and television ads in which the figures from Central America share success stories and achievements by the region and affirm their personal commitment to their regional environment in order to bring a message of integration to young people from 16 to 32 years of age.
The campaign also has other components such as a New Media Strategy focused on the creation of an Internet blog for young people "Mucho Gusto Centroamérica." They will also use the YouTube channel, in addition to a TV spot campaign, as a preferred means of dissemination among the region’s young Internet users. A Central American Social website is also being developed, which will consolidate information from more than 900 cultural players from 7 countries, to obtain a unified Central American Cultural Agenda in association with the SG-SICA website. With regard to this tool, a network of cultural actors in each country will be formed and activated and they will comprise a regional network. These online resources will be launched in June.
The Isthmus decided to relaunch the "Central America, so small, yet so big" brand and to strengthen its promotion as a multi-destination region for tourists.
The promotion includes the brand and pictures from each country that will be placed at the various airports.
Even though each country will have its own brand, they are seeking to position Central America as an area which offers a diversity of destinations and activities, said the aid to the director of the Guatemalan Institute of Tourism (Inguat), Carlos Haase.
The Central American region is attempting to become more integrated in the way it promotes itself.
Although each Central American country has its own unique characteristics, their geographic proximity and similarities, among other things, are elements that can be used to raise the region’s profile as a worldwide tourist destination.
3.762 business meetings between wholesalers and businessmen in the region took place.
The event featured participation of 158 wholesalers and tour operators from 41 countries, 155 exhibitors from the region and 91 international media.
Laprensagrafica.com published, "This year, seven out of 10 participants attended the fair for the first time, this will open the doors to new business contacts, said Roberto Robles, director of the Guatemalan Tourism Institute (INGUAT). Next year's fair will take place in Panama."
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