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Panama’s not for tourists, says tourism promo

Thursday, May 11, 2017

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, 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."

Source: Creativity