Published On: Thu, Oct 31st, 2013

Copa Airlines’ promotional campaign in full swing

copa coopWILLEMSTAD – The promotional campaign launched by the Curacao Tourism Bureau in cooperation with Copa Airlines is doing very well. Copa Airlines has started its operations to Curacao in June of 2012 after a promotional campaign to introduce Curacao as a destination. The campaign which was launched in September of this year has as its goal to continue promoting Curacao as a tourist destination and as an alternative for the more than 5 million travelers who each year chooses to fly with the hub in ‘Las Americas” at Tocumen.

The objective of this marketing campaign which was agreed between CTB and Copa Airlines is to continue promoting the Curacao brand internationally as a tourist destination, continue promoting Copa and Curacao in cities where the airlines has increased its capacity or in new destinations and therefore boost the occupancy of the flights.

The campaign focuses on three strategic pillars, beach, shopping and nightlife. These are important factors for the South American travelers when evaluating their choice of destination for their vacations. The current campaign will continue till the end of November.

The campaign concentrates on the Brazilian, Colombian and Panamanian markets. For each market, components were chosen that has more impact in introducing the destination. In Panama, CTB chose for newspapers, billboards and different TV channels e.g. CNN (Spanish), TNT, Discovery and ESPN. In Brazil, CTB chose for television, billboards and also the social media and promotion through the internet. In Colombia, CTB concentrated more on local newspapers. One of the most important components is the marketing through the Copa’s in-house tour operator, Copa Vacations.

The advantage of the campaign is that it concentrates on stimulating the arrival of more tourists, which can be translated into an increase of occupancy for Copa Airlines, increase of hotel occupancy and more demand for this destination.


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