Increase hotel bookings among the region’s frequent business travelers to Panama. Increase awareness of Panama as a highly-desirable tourist destination with the “Haz Tuya Panamá” (Make Panama Yours) campaign and convert business travel bookings to leisure travel bookings.
LINKS launched a print and digital campaign within Latin America to target frequent business travelers and affluent, leisure travelers. The corporate travelers were targeted through partnerships with regional business-oriented publications that included print advertising with strong added value components: bonus print advertising, editorial components, event inclusions, e-mail marketing and online exposure. This campaign was complemented by a digital campaign targeting premium South American newspapers and their readers. The leisure traveler was reached through a continual and on-going digital influencer campaign where a well-known blogger of high social media importance in their particular market is flown to the hotel and hypes the hotel to their followers on their website and social media feeds prior to, during, and after their stay at the hotel.
Through a regional, multi-platform advertising campaign, LINKS helped drive and increase bookings to Trump Hotel Panama from within the Latin American region. Many frequent business travelers have also transitioned to frequent leisure travelers who book rooms at Trump Hotel Panama. LINKS also helped develop and leverage partnerships for Trump Ocean Club within the region, such as the mutually beneficial relationship that was formed with E! Entertainment Television in Central America.