TURNING PANAMA INTO A DREAM DESTINATION
Situation: During the pandemic, tourism took a huge hit. However, Tourism Panama saw it as an opportunity to target a younger audience that could bring them the most growth. But, is Panama or Panama City the first place you think about when you want to travel? Maybe, not. We were tasked to help them discover what made Panama truly unique to their visitors.
Diving deep into their digital footprint
Approach: To learn what makes Panama unique, we recruited ten passionate travelers who had been to Panama. The magic in finding them was in the scrutinous process of reading over 500 surveys and diving deep into their social media accounts to see where their travel experiences have taken them and what they took from them.
The nuance makes a huge difference
Insight: We found that each segment had a totally different approach to travel. For example, in an audience made up of creative job titles and interests, it would be a mistake to assume they seek the same benefits as a digital nomad. This segment's motivation was way more introspective. They chose destinations that allowed them the opportunity for self-discovery, challenged their point of view, and helped them learn something about themselves.
Uncovering each segment's differences allowed us to find what attracted all of them to Panama.
Best of both worlds
Outcome: Panama as a whole was something that our travelers hadn’t encountered in any of their trips before. What made it unique was the duality of experiences they could have in a short span of time. For example, the opportunity to be in nature and the city, or experience ancient and modern traditions, or ability to interact with the colonial past and modern future. This resulted in a redesigned website and creative that highlights how Panama brings two worlds, and many different experiences together.