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BBDO seeks adventurous travelers in its first television campaign for the Panama Tourism Bureau.
Three 30-second spots breaking to-morrow under the tagline, “Panama, the path less traveled,” are aimed at what Dave Stanton, senior vice president and group creative director at BBDO, called “travel pioneers.”
The campaign, Stanton said, is based on the strategy presented last year when the Atlanta agency, a unit of Omnicom, won the estimated $10 million account.
“No one knew what Panama was other than [Manuel] Noriega and the [Panama] Canal,” said Stanton.
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