Panama's Not for Tourists, Says Country's Tourism Campaign

Campaign by VML Aims to Attract More U.S. Travelers

Published On
May 09, 2017

Editor's Pick

Panama is promoting itself as a tourism destination -- by using the tagline that it's "not for tourists."

The Panama Tourism Authority hired agency VML last year with the aim of boosting the number of visitors from the U.S. and Canada, and its first work has a different point of view to most travel campaigns. It's honest about the fact that the country isn't set up for tourists -- for example, as seen here in an ad about birdwatching, you'll have to travel for hours on bad mud roads to get to the place where you can see the rare birdlife. It ends with the words: "For birders. Not for tourists."

Other spots are also designed to attract the kind of traveler who wants to get off the beaten track. One compares other destinations' swim-up bars with a "swim-up village" in Panama, and another highlights the face-painting tradition of a remote Panamanian village, with a cheeky nod to Instagram. The campaign also includes a beautiful long-form film that showcases a whole range of what the country has to offer, with the endline: "For travelers. Not for tourists."

It's an interesting approach and one that also relfects the way that travel advertising is changing -- from Airbnb urging people not to "do" Paris, but live there to Expedia making the point that travel broadens the mind. If you're someone who doesn't fit into the "tourist" stereotype, this will definitely appeal.


May 09, 2017
Agency :
Brand :
Panama Tourism Authority
Client :
Panama Tourism Authority
Global Chief Creative Officer :
Debbi Vandeven
Chief Creative Officer :
John Godsey
Executive Creative Director :
Sean Burns
Executive Director :
Julia Hammond
Executive Producer :
Kelly Durham
Producer :
Lara Humevich
Supervisor of Client Engagement :
Samantha Gibbons
Senior Copywriter :
Tim Cerullo
Art Director :
Ben Conaghan
Music Producer :
Nick Keenan
Business Affairs Manager :
Julie Kolton
Agency :
George Media
Executive Producer :
Alison Goodwin
Director :
Vincent Urban
Director, Photography :
Clemens Krueger
Assistant Camera :
Max Neumeier
Editorial :
The Whitehouse Post
Producer :
JoJo Scheerer
Editor :
Christine Wolf
Assistant Editor :
Lauren Pescon
Production :
Carbon VFX
Producer :
Casey Swircz
Color :
Maria Carretero
Production :
Earhole Studios
Producer :
Kelly Bertog
Audio Engineer :
Beto Santoyo
Media :
George Media

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