CASE: RESULTS THAT SOARED
RESULTS THAT SOARED
OBJECTIVE / CHALLENGE
Panama is famous for its geographic position; it’s a key conduit for international maritime trade to the world through the Panama Canal. But, is it considered a tourism destination? Copa Airlines and the Authority of Panama came together to change that.
We needed to increase visits to the country and position Panama as a world-class tourism destination.
How do we encourage travelers to visit Panama and fly with Copa Airlines? Intrigue them with creative and messaging that is specific to their interests. Considering every market had different knowledge of Panama, we devised a strategy to expose each to their specific interest as a gateway to discovering all the country has to offer. These interests were assigned to the following content pillars: Beach, City, Nature, Shopping, and History. We were able to develop a strategic matrix to provide us with a “guide” on how to focus our creative and what content pillar should be used to sell Panama in each country. Every single touch point was catered to each user’s specific motive, from the media banner to the website storefront and ultimately driving ticket purchases. We also flew four influencers from our markets to Panama and documented their journey beginning with their flight with Copa Airlines, creating beautiful organic content.
The results went beyond our expectations! Through the span of six months of the campaign, this massive effort involved a team of 30 people and brought in amazing results for Copa Airlines and Panama. 42k tickets were sold, 1.5 billion impressions were garnered, videos were viewed 5.8 million times, and over 15.6 million people were reached through what the influencers shared.