THE COST.The total tour production cost was $180,000.THE RETURN.The media exposure worth was certified at 5,000,000 Euros in coverage in printed material and another 5,000,000 Euros in coverage in electronic media and exposure of the TV spots, Panama imagery and general branding material during the events.THE EFFECT.By years end, tourism from Europe to Panama had increased 25%, over the previous year.

Using Ruben Blades, the artist and the politician as the medium through which the message and promotion of Panama could be directed through. We Allocated almost the entire budget to produce a tour, using venues as a stage to promote the country.The tour was named “Panama. Se queda en ti.” (Panama stays in you), which is the theme of the campaign.

Logo and branding was prominent whilst material was available to the public.The tour covered 12 cities between Spain, Italy and Holland, from July 19th to August 8th, 2008Posters and flyers advertising the tour dates.Press junkets took place in visited cities.

273 articles about Blades, the tour and the country, appeared in magazines, newspapers, TV, web and radio.Concerts were a showcase for Ruben’s music, the logo and branding, TV spots and films about Panama and folkloric music.Concert hall lobbies were used as gauntlets where every attendant received travel and general information about Panama.Concerts appeared on the web.