Panama: $ 2 Million More in Advertising

The Tourism Authority transferred $ 2 million to BB & M agency, completing $ 7.5 million for promotion in 2011.

Friday, February 18, 2011

"For 2010 and 2011 we had a budget of $ 12 million, from $ 39.5 million that had been established in the initial contract which was won by Publi4 in 2007 and last year the Government transferred it to BB & M," the article in Prensa.com reported.

The agency is working in 5 commercials to promote the country abroad.

More on this topic

Contract to Promote Tourism in Panama Approved

August 2016

A $20 million contract has finally been approved for the company VML Inc. to develop a marketing and communication strategy to promote the country internationally.  

The implementation of the international tourism promotion campaign will take place between 2016 and 2018, and will consist of a comprehensive promotion strategy, both online and using traditional advertising, public relations and trade marketing (activations) to promote Panama internationally.

Copa Airlines as Vector For Promoting Panama

June 2015

The Tourism Authority of Panama intends to allocate $2.2 million to a campaign to promote the country as a destination for tourism and business, through its national airline.

An article in Prensa.com reports that "... The initiative, called "Solo Panama" seeks to sell the isthmus abroad as a destination for vacations and shopping. Copa is also promoting the VII Summit of the Americas, held in this city. "

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.

Advertising Expenses for Tourism in Panama

February 2011

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.

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.

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