Copy of Copy of Panama

'Where the Rainforest Meets the Coral Coast'

Panama

Information about Panama

Panama

the Product - Unique Offerings

Adventures

Isolated destinations

Beauty

• Panama contains the only place in the world where you can see the sun rise on the Pacific and set on the Atlantic…from the same spot! At the country’s narrowest point, only 80 kilometers separates the Atlantic from the Pacific Ocean.
• Panama City, the nation’s capital and largest city, is the only capital city in the world that has a rain forest within its city limits.
• The total population of Panama is around 3.6 million with 1.5 million of those living in Panama city.

Untouched Nature

New experiences

Animals

GOVERNMENT

History

People

Wandering Casco Viejo

• Located in Central America between Colombia and Costa Rica
• Country offers 14 National Parks, more than 1000 bird species and miles upon miles of coral coastlines.
• Situated between the Caribbean Sea and the North Pacific Ocean.

• The country is very diverse with mountains, rain forests, beautiful white-sand beaches, and 1,500 islands. Darién Gap, from Panama City to Colombia, has about 12 million acres of rain forest.
• Panama is home to many unique animals that are found only in Panama. The mysterious golden frogs have gleaming, shimmering skin and are thought to bring people good luck.

• Explored and settled by the Spanish in the 16th century, Panama broke with Spain in 1821 and joined with Colombia, Ecuador, and Venezuela to form the Republic of Gran Colombia. When this republic dissolved in 1830, Panama remained part of Colombia.
• With U.S. backing, Panama split from Colombia in 1903 and signed a treaty, which allowed the U.S. to control a strip of land on either side of a new canal.

• The three largest indigenous groups in Panama are the Kunas, Emberás, and Ngöbe-Buglés and they still live in the remote areas of the country.
• They have their own dialects, languages, and customs and most of them also speak Spanish..
• Family is very important in Panama. Many generations of families live together in a home similar to the one pictured.

• A Constitutional Democracy - a system of government in which political authority (the power of government) is defined, limited, and distributed by a body of fundamental law called "the Constitution".
• Under the constitution, there are three branches of government, including the executive, legislative, and judicial branches. Panamanians elect a president and a vice president every five years.
• After years of government corruption, Panama instituted many laws to focus on human rights, and to make the government more transparent to its citizens.

• Oldest city in the America's
• Represents the history and heritage of the country
• Red brick streets filled with restaurants, pubs, bars and Spanish architecture
• Listed as a UNESCO World Heritage Site in 1997

Threats

Golden Frog

BUSH DOG

With an appearance more like a small (around 13 pounds) bear, the bush dog

is a relatively rare and unusual animal of Panama.

GIANT ANTEATER

Also known as the ant bear, the giant anteater is a large mammal that can weigh up to 90 pounds.

Flag

Panama Canal

Visit Volcan Baru

Hike in one of the many National Park

Surfing Santa Catalina

• Parque Soberania, Parque Metropolit, Parque Chagre, to name a few of the amazing National Parks
• Offer hiking, birdwatching, wildlife spotting
• Look out for sloths, monkeys and anteaters

• The Panama Canal, built by the United States after Panama's independence from Colombia in 1903, joins the Atlantic and Pacific Oceans. The canal was built by 75,000 workers between 1904 and 1914 and allows boats to sail between the two oceans without having to go all the way around the South American continent.
• In 1999, Panama assumed full control of the Panama Canal.

• Situated in the Volcan Baru National Park is the only volcano in Panama and lies on the highest point in the country
• Dozens of coffee plantations at the foot of the volcano
• One of the worlds most beautiful birds is found here - Resplendent Quetzal

• Nothing glamorous, just the bare minimum
• Best surf spot in Panama
• Beautiful beaches, huge waves and relaxation

Product Positioning - Why choose Panama?

Promotional Selling tools

Creating a Green Experience

A mix of Promotional tools shall be used throughout the campaign to ensure all areas of the target market are reached.

Importance of 'Green' Business Practices

Website

Social Media

• Environmental consciousness is becoming more frequent among travelers
• Higher demand for 'greener' experiences and responsible travel that has minimal impact on the environment
• Travelers are seeking to give back to local communities. i.e, volunteer projects
• Enables Panama to incorporate a long term commitment of preservation of the environment and traditions into sustainable and successful tourism

#AHolidayMakeADifference

• One of the biggest and most influential forms of marketing for the campaigns target market.
• Twitter, Instagram, Facebook, YouTube
• Cheap, 24/7, international
• Provides instant feedback
• Millions of users globally
• Use of hash tags about Panama and the campaign can enable to campaign to 'trend'
• Encourages interaction between potential tavelers

• Website that provides informative information about the country, its seasons, weather, travel tips, destinations
• Will help peoples ideas turn into reality
• Will present various travel packages, discounts, sales promotions, virtual tours and reviews

Examples of Social Media

25% OFF

#PanamaIsTheWay

• Costa Rica is an example of a destination that has already successfully demonstrated sustainable tourism.
• High levels of employment, environmental education, natural resource protection and sustained growth.
• Tourism is now Costa Rica's main source of revenue.
• Panama and Costa Rica have similar natural, economic and political environment
• Barriers of Panama becoming sustainable is foreign investors and socio-economic gaps
• Handing tourism to indigenous residents will help minimse income inequality, support domestic growth and preserve traditions

• Sustainably active country
• It is the only city in the world that has a rainforest within city boarders
• Has the most diversity of wildlife of all the Central American Countries
• Offers more bird species than Canada and the US combined
• Some local communities live within an volcano crater - El Valle de Anton
• Hosts surfing championships annually
• Tourists get to participate in the culture, lifestyle and folklore of the locals
• There are late night tours of the local nightclub with guides
• Tourist are able to homestay with locals and sleep and eat in traditional homes
• Experiences are local, authentic and personal

#EscapeToParadise

Benefits for businesses going 'Green'

Public relations

Advertising

• Boosts company's bottom line
• Attracts new customers who are looking for responsible travel
• Enhances company's reputation
• improves market share
• Minimises company's greenhouse gas emissions
• Increase revenue from eco-tourist willing to pay for sustainable products
• Eco-tourist destinations attract roughly 15% of the global tourist market

• One of the most influential types of promotion
• Media releases, sponsorships and events
• Celebrity endorsement of sustainable Panama
• Holding events in Panama that have a large media and public following
• Celebrity blogs about Panama

• Television commercials, Catalogues and magazines, online pop-up, billboards
• Clips of people who could potential be the viewer enjoying Panama and all its activities
• Huge opportunity for local business to get involved and promote their 'green' businesses
• Will help create awareness of Panama and it unique selling poinand eco-tourism

References

Campaign Stakeholders

Budget

Advantages & Disadvantages

For any promotional campaign and selling tools there will be both positives and negatives.

• Important to spend enough money to gain attention but not spend too much money while yielding little return

Disadvantages

Advantages

• Great for building a relationship with customers globally

• Does not guarantee successful revenue from tourism
• Large amount of general potential customers could result in low return

• Tourism Panama Publicity Programs
• Government
• Environmental Program Providers
• National Tourism Association
• Tour operators
• Accommodation Providers
• Food and Beverage Providers
• Travel Agents
• Transportation Providers
• Entertainment Providers
• Retail and other Businesses that have contact with tourists

• Budget of $32 million AUD over a minimum of 3 years

• Brings an inexpensive product and distribution channel to customers
• Gives an opportunity to connect with customers
• Reaches the correct specific target market
• Increased tourism and jobs within Panama
• Boosts Panamas economy
• Selling tools can be monitored and evaulated through internet tracking software
• Selling tools are 24/7

• Narrow target market
• Lengthy campaigns can result in customers loosing interest
• Negative online reviews can be displayed, discouraging other potential customers
• If the campaign becomes 'too successful', drastically increased tourism can have a negative impact (eg, litter, destruction of natural habitat, exceeding environmental capacity