Panama’s tourism campaign treats remoteness as asset

Panama is not for those seeking an all-inclusive, off-the-rack travel experience. The tiny country is remote, often hard to get to, and usually eclipsed in popularity as a travel destination by neighboring Costa Rica. In its first advertising campaign aimed at American and Canadian visitors, the Panama Tourism Authority turned these factors into an asset.

The new campaign, “Not for Tourists,” created with agency VML, is aimed at adventure travelers, showcasing the country’s lush rainforests, rugged mountains and untamed jungle.

Source: AdWeek