New marketing slogans unveiled
The Spanish slogan, "Unimos al mundo," was developed by
consultant David Lightle, who created the slogan for Colombia, "Colombia es Pasión."
The government decided against using a translation of that phrase in English, and instead decided to use the slogan,
"Where the world meets" for its marketing campaigns in English.
Manager of the Tourism Authority of Panama
, Salomón Shamah, said the Spanish slogan is more direct and "sentimental," while the English slogan "is more corporate and defines the position of Panama as an ideal point for doing business."
The government spent $100,000 on developing the slogans.
Lightle said Panama has to work hard to revamp its image as a tourist destination, as right now it is seen as a destination that is primarily focused on
business and shopping, and not as a destination for vacations.