Building on the pillars of Panamanian pride and sustainable tourism, Panama is offering stimulating, regenerative experiences for purpose-driven travelers. To inspire travelers to experience the Central American country’s unique history, geography, and culture, its destination marketing organization (DMO), Visit Panamá, has been busy rebranding the nation’s image and vision. They partnered with us at Expedia Group Media Solutions to help communicate their vision: to put Panamanians at the heart of their offering, while encouraging travelers to connect in a meaningful way. In this post, we’ll describe this vision plus the ways our marketing campaign highlighted the diversity of this dynamic and exciting destination.
Targeting the Conscious Traveler
For much of the last two years, many of us have dreamed of venturing to a tropical shoreline or a distant, exotic city. Well, Panama has both. Travelers of all types will find what they’re looking for in this diverse place, while at the same time avoiding the crowds that can be found in other Central American destinations.
Although recent findings have suggested that some travelers are looking forward to taking their GOAT trip (AKA the Greatest of All Trips), not all are interested in checking off that over-visited destination on most people’s bucket lists. Instead, some travel shoppers are interested in taking a new kind of trip, where they can experience an often-overlooked locale, a place that is rich in experiences but not overrun with tourists. Visit Panamá knows this, and is eager to reach this significant market segment known as “El Viajero Consciente,” or the “Conscious Traveler.” As we share in our recent Traveler Value Index: 2022 Outlook, sustainability continues to be front of mind with a lot of travel shoppers, so travel marketers would be wise to promote the place less traveled, a place like Panama.
Showcasing Panama’s Diverse Experiences
To communicate this to prospective visitors, Visit Panamá collaborated with our award-winning Creative Partnerships team. Visit Panamá wanted to best illustrate all that the destination has to offer and used a Travel Spotlight to combine informative content with stunning visuals. The result is a co-branded listicle showcasing key experiences—10 once-in-a-lifetime moments—including the world’s first biodiversity museum, a tropical rainforest minutes from Panama City, whale watching and scuba diving, and, of course, the Panama Canal.
A separate promotional landing page was built that includes select flight and hotel offers, activities, COVID-19 travel guidelines, as well as the DMO’s latest promotional video inviting visitors to “live for more.” In addition, the campaign was supported by display ads, email marketing, and social media takeovers to drive traffic to the landing page, while integrated booking capabilities help potential visitors plan and book their Panamanian vacation.
Future Promotions to Help Inspire Travelers
This campaign is just the beginning of our relationship with Visit Panamá. The Creative Partnerships team is currently working on a three-episode video series called “The Next Turn,” which will feature social media influencers experiencing the nation’s rich diversity, from beach to mountain to culture.
Even though the campaign was only launched in November, we’ve already seen impressive results. So far, the campaign has generated 5.1 million impressions and delivered an overall return on ad spend (ROAS) of nearly 10 to 1.
Learn more about how you can inspire and convert travel shoppers with a Creative Partnership. You can also gain insights into the latest traveler sentiment—including their views on sustainable travel—by downloading and reading the Traveler Value Index: 2022 Outlook report.
About Expedia Group Media Solutions
Expedia Group™ Media Solutions, the advertising organization of Expedia Group, offers industry expertise and digital marketing solutions that allow brands to reach, engage and influence its qualified audience of travelers around the world. Through its vast network of leading travel brands and global points of sale, Expedia Group Media Solutions provides marketing partners with proprietary data-driven insights about traveler behaviors during every stage of the purchase journey, along with dynamic advertising solutions, to deliver strategic campaigns and measurable results. For more information, visit www.advertising.expedia.com.
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