ATLANTA, October 18—The Tourism Board of Panama has awarded its multimillion dollar advertising and public relations account to a team of Omnicom agencies that includes BBDO South and Ketchum’s Atlanta-based Latin American team. Also involved in the account are Sanchíz, Siebrasse & Asociados /Ketchum and Campagnani/BBDO in Panama.
The Instituto Panameno de Turismo (IPAT) announced the RFP in May, and the winning proposal—a combination of differentiating and compelling advertising and innovative public relations—will promote Panama in markets such as the United States, Canada, and selected countries in Europe and Latin America.
The firms aim to create a comprehensive program to increase visitation to Panama by 12 percent by promoting Panama as a historical, environmentally beautiful leisure and business destination.
“With a plan that was developed using the Ketchum Planning Process, Ketchum’s proprietary new strategic planning methodology, this win proves the high level of strategy and creativity that Ketchum provides to its clients, which we believe sets us apart in the public relations industry,” says Ines Rodriguez-Gutzmer, vice president and group manager of Ketchum’s Latin America Group.
Ketchum Latin America provides clients a gateway for selected markets in the region through an affiliates’ network in more than 17 countries in the region.