Transforming Panama into a coveted tourism destination.

From its breathtaking sights to its wonderfully welcoming citizens, the country of Panama has incredible, one-of-a-kind experiences to offer tourists. FINN Partners was trusted to bring Panama onto the global tourism stage, overcoming superficial knowledge or assumptions held by travelers, and turning the country into a coveted destination.

FINN used an innovative digital ad campaign to immerse would-be travelers in the country’s sights, adventures, hidden gems, and unexpected experiences.


Generate awareness of and interest in Panama as a tourism destination by focusing on its culture and nature.


Travel & Tourism




unique microsite visitors


sweeps entries

The Work

Building on the theme of “A Panama For Everyone Under the Sun,” FINN created promotions to link consumer personalities with Panama offerings and encourage them to share their personal vacation choices.

The campaign included online quizzes that generated curated travel itineraries, mixing Panama’s nature, culture, and ocean activities, which users were invited to share on Facebook and Instagram for social amplification.

We also enlisted influencers to tell the Panama story, hosted and spotlighted on a landing page on VisitPanama.com.

We supported this campaign with aggressive media engagement and digital amplification, including organic and paid social amplification and an exclusive placement in Travel + Leisure.

The campaign generated click-through rates that surpassed the benchmark by over 100% in all new markets for Panama — Argentina, Brazil, and Colombia. The microsite received over 500,000 unique visitors and we attracted nearly 35,000 sweeps entries, creating an opt-in list for ongoing marketing efforts.