Panama Tourism Authority and VML Challenges Tourists to Become Trailblazers
Panama Tourism Authority wanted to boost the number of visitors from the U.S. and Canada. So new work by global marketing agency VML creates a challenge for people wanting to get off the beaten path. VML enlisted well-known filmmaker Vincent Urban to help engage potential travellers by asking, "Are you a tourist…or a trailblazer?" Panama is for the latter. The lush rainforests are for wanderers, the rugged mountains for explorers...and the forbidden islands for adventurers seeking the last vestiges of an untamed world. Panama is for a lot of people, but it’s...not for tourists.
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