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pa’ ti na’ má’ Istituto Europeo di Design Master in Strategic and Creative Management in Integral Advertising Paulette M. Guardia De Diego
Pa’ ti na’ ma’ = Para ti nada mas = Just for you
IDEA
Panama Pa ti na´ ma´ is an independent organization that seeks to promote Panama’s city culture and tourism through its own people. To expose Panamanian essence and identity through stories of people made by photojournalists who volunteer. Wil capture touristic venues in the city. The organization will adopt urban spaces that are abandoned or considered useless, and reconstruct them to make them available and functional for the people living in those communities.
CAMPAIGN
Objectives and Goals To promote Panama city’s cultural value, and represent the value of the people in Panama, their natural essence, historic interest, and heritage. To increase the city’s tourism.
Tool The organization will work through an interactive website. It will communicate the world the value of Panama City and its people. Will show all the photojournalism stories, and the social community work. The website will have a forum where users and followers can comment and give feedback. The website will work as a tourism guide and as a promotion tool for young creatives and journalists who want to volunteer and promote their work of stories of people.
Benefits Wellbeing for the communities, decrease of violence and insecurity, increase of education and responsible social awareness; increase of cultural tourism. Alternative touristic and cultural guide for visitors.
Communication Promotion through the organization’s blog, facebook, twitter. Guerrilla and BTL advertising applied in a visual campaign, which will be displayed in the urban spaces during the adoption and reconstruction process. Sponsorship of cultural events.
Website layout example
People in stories Cultural variety Interesting Value Tropical essence Authentic
Where to - urban and historic venues Cathedral, Casco Viejo
Flat Arch, Casco Viejo
Panama City Bay
Communication - It is out there! Online social sites and events Facebook Twitter Cultural events Sponsorships Guerrilla and BTL Butterfly logo used to spot abandoned spaces that will be reconstructed for a good cause. Meaning of the word Panama = abundance of butterflies and fishes
Community Projects
Abandandoned spaces are adopted and reconstructed into a useful space, for example, art spaces, flea markets, sports area, cultural events, etc.
Street artist - Danny Baker “Insano�
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pa’ ti na’ má’
Explore the city and experience its pure essence.