The union expects an increase in spending on political advertising, offsetting the reduction in spending on sectors such as banking, fast food restaurants and supermarkets this year.
In 2016 the advertising industry generated $384 million, below the $406 million generated in 2015, mainly due to a reduction in advertising spending made by major participants such as banks and fast food restaurants.For this year the industry expects a slight improvement, driven by growth in spending on political advertising.
The Ministry of Tourism has announced plans to publish this month a tender to develop an international tourism promotion campaign, worth $2 million.
The tourism minister, Jose Napoleon Duarte, said that the contract for the international advertising campaign will be for $1.9 million and the request for proposals will be published before the end of February, on the state procurement website.
Ten advertising agencies have shown interest in obtaining the contract for the international promotion of Panama as a tourist destination.
An article on Prensa.com reports that "... The contract to manage international tourism promotion in the country has generated interest from major foreign advertising agencies. To date, the Tourism Authority of Panama (ATP) has received 10 proposals and it is expected that this number will increase in the coming weeks. "
The consortium of advertising agencies Team Tourism 16-17 Team won the contract to design and implement the internal tourism promotion campaign with a proposal of $4.5 million.
According to the evaluation committee, the consortium made up of the companies P4 Ogilvy, Cerebro Y & R and Nexos Grey submitted the best technical proposal and met all the requirements for creativity and experience requested by the Tourism Authority of Panama (ATP).
After three years without any tourism marketing, the authority for the sector has announced that $10 million will be spent on international promotion, aside from the $5 million already being tendered in a domestic campaign.
The uneven internal and external promotion of tourism in Panama could have seen better days.
The Tourism Authority will publish a new specification after the initial tender was declared void because the only bidders belonged to the same conglomerate.
The evaluation committee appointed by the Tourism Authority of Panama (ATP) has annulled the act of tendering design services and production of an advertising campaign, development of media plans, patterns in traditional and digital media and media monitoring in Panama. The tender for the amount of $5 million was declared void and in the coming days a new specification will be published, reported the ATP to the newspaper La Prensa.
Prensa.com reports that "... Although six firms had shown interest in the $5 million contract, in the end only Publicuatro (P4 Ogilvy) and Consortium Turi1617 (composed of the companies Cerebri Y & R and Nexos Grey) reached the final stages. "The ATP is considering canceling it and eventually holding a new process for awarding a contract for a nationwide tourism promotion strategy.
The Tourism Authority of Panama is putting out to tender services for the design and production of an advertising campaign, development of media plans, guidelines on traditional and digital media and media monitoring.
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