Advertising Expenses for Tourism in Panama

Of the nearly $ 40 million budgeted by the Tourism Authority of Panama for advertising for the period 2008-2011 just $ 5.5 million remain in the coffers.

Thursday, February 24, 2011

Prensa.com reports: "In late 2009, the ATP took away the campaign from Publi4, which had already spent $ 26 million of the $ 39.5 million, blamed it with inflating production costs of the campaign 'Panama stays in you' but the company defended itself stating it had worked transparently and under the quality levels requested." Consequently, ATP management awarded the campaign to advertising firm BB & M.

Minister Solomon Shamah considers that the remaining money is not enough to promote Panama abroad this year, so it is requesting additional funding to the Ministry of Economy and Finance.

Usage of tourism promotion funds in 2010 (in dollars):

Sponsorships: 1.8 million
Media (Free Atlapa Campaign): 1.5 million
Manufacturing (free Atlapa documentaries not made by BB & M): 1.5 million
Marketing: 533.000
Fair stands: 544.000
Participation in fairs: 534.000
Merchandise: 150.000
Storage: 120.000
"Fans trips": 69.000
Website: 29.000
Caravans: 14.000
Other: 9.000



More on this topic

ATP to Control Tourism Advertising in Panama

March 2012

The Tourism Authority of Panama (ATP) is to take direct control of the $6 million budgeted this year for the international advertising campaign.

From 2012 onwards, the ATP will handle the international advertising campaign, buying space directly in respective countries. For the last 4 years an advertising agency, winner of a public tender in 2007, has managed the campaigns.

Panama Advertising Contract Cuts Out Intermediaries

October 2011

The Panamanian Tourism Authority has decided to contract advertising spots directly in order to promote the country internationally.

From next April, when the contract with the agency BB & M expires, the tourist agency will directly handle the $6 million advertising budget to be spent advertising spots for international promotion campaigns.

Panama: Web Strategy to Attract Tourists

August 2011

An internet campaign developed by the Tourism Authority has meant an increase in visits to the portal Visitpanama.com, which receives on average 73,430 hits per month.

According to the manager of the Tourism Authority of Panama, Solomon Shamah, advertising and web media promotion are an important methods of attracting tourists.

Panama Invests $4 million in Tourism Promotion

May 2011

The Tourism Authority of Panama has launched a campaign for the international market called "Unimos al mundo" (Uniting the world)

Salomon Shamah, the Minister of Tourism, said the campaign will invest $4 million in 2011, while for 2012 there is an estimated guideline of between $6 and $8 million.

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