Client: Panama Tourism Board
Project: Positioning Panama as a Must-Visit Destination
Industry: Tourism & Hospitality
Location: US Market
As one of Panama’s main economic drivers, tourism generates approximately $1.4 billion annually, attracting visitors from the United States, Canada, Europe, and Latin America. With its unique geography—offering access to both the Caribbean and Pacific Oceans—Panama is an ideal destination for business travelers, adventure seekers, and cultural explorers.
To amplify Panama’s global presence and attract even more visitors, the Panama Tourism Board partnered with Hilo to develop a strategic public relations campaign. Our mission: position Panama as a premier travel destination by securing high-impact media coverage across key international markets.
Objectives
- Increase Global Awareness: Strengthen Panama’s reputation as a diverse and attractive destination.
- Secure High-Profile Media Coverage: Generate positive press and editorial placements in top-tier publications.
- Host Immersive Press Experiences: Allow influential journalists to experience Panama firsthand and share their stories.
Approach
- Targeted Media Relations & Outreach
- Identified top-tier travel, lifestyle, and business publications across the Americas and Europe.
- Developed tailored story angles that showcased Panama’s beaches, islands, gastronomy, and unique travel experiences.
- Built relationships with leading travel editors, journalists, and influencers to secure exclusive features.
- Hosting Exclusive Press Trips & Events
- Curated immersive media experiences, bringing top-tier journalists to Panama for in-depth coverage.
- Showcased the best of Panama, from the San Blas Islands to Casco Viejo’s vibrant nightlife.
- Coordinated itineraries to highlight the country's rich biodiversity, thriving economy, and cultural heritage.
- Executing a Strategic Press Campaign
- Aligned messaging with Panama’s growing economy and tourism boom, making it an attractive destination.
- Provided press kits, exclusive interviews, and media assets to maximize coverage.
- Leveraged editorial partnerships to amplify exposure.
Approach
- Targeted Media Relations & Outreach
- Identified top-tier travel, lifestyle, and business publications across the Americas and Europe.
- Developed tailored story angles that showcased Panama’s beaches, islands, gastronomy, and unique travel experiences.
- Built relationships with leading travel editors, journalists, and influencers to secure exclusive features.
- Hosting Exclusive Press Trips & Events
- Curated immersive media experiences, bringing top-tier journalists to Panama for in-depth coverage.
- Showcased the best of Panama, from the San Blas Islands to Casco Viejo’s vibrant nightlife.
- Coordinated itineraries to highlight the country's rich biodiversity, thriving economy, and cultural heritage.
- Executing a Strategic Press Campaign
- Aligned messaging with Panama’s growing economy and tourism boom, making it an attractive destination.
- Provided press kits, exclusive interviews, and media assets to maximize coverage.
- Leveraged editorial partnerships to amplify exposure.
The Results
- 18% Increase in Tourism: Over 2 million tourists visited Panama in 2011, marking a significant year-over-year growth.
- Major Media Placements: Coverage in top-tier publications across North and South America.
- New York Times Recognition: Panama was named the best place to visit in 2012 by The New York Times Magazine, further cementing its global appeal.
Through Hilo’s strategic PR efforts, Panama was successfully positioned as a top international destination, attracting global travelers and boosting tourism revenue. By curating press trips, securing high-impact media coverage, and showcasing Panama’s diverse attractions, we helped tell the country’s story in a compelling way—driving both awareness and economic growth.
