PROMTUR Panama presents strategy and work team

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PROMTUR Panama presents strategy and work team
Tue November 17, 2020

The Board of Directors has held an Industry Update forum, where the officials and the roadmap for the positioning of the tourism brand were presented


During an Industry Update forum, the Board of Directors of PROMTUR Panama presented today the status of its Strategic Plan for the international tourism promotion of Panama, as well as its new work team and the roadmap for the positioning of the tourism brand .

Fernando Duque, president of the Board of Directors of PROMTUR Panama, explained that, “under the principles of merit, capacity and technical criteria, the organization has developed a transparent hiring process to incorporate professionals with profiles that make a competitive proposal possible. of Panama in the priority target markets in the short and long term: United States, Colombia, Costa Rica, Brazil, Spain, Germany, France, Canada and Argentina, aligned to the Sustainable Tourism Master Plan (2020-2025) ”. 

For the choice of each of the positions, the selection procedure was based on academic training, experience and professionally obtained results at the regional level, skills and training merits, a process that was developed under the specialized guidelines of an international law firm. hiring.

In the case of the Director General, for whom 11 candidates were evaluated and 6 classified for interviews with the Board of Directors, the final stage also required the preparation and presentation of a Strategic Plan for PROMTUR Panama. 

Regarding the regional professional experience, the General Director had to fulfill a proven commercial experience in leadership positions at the regional (multicultural) level in companies with similar complexities (budget under his responsibility and volume of collaborators), as well as the “know how” about the design of processes and controls, measurement of efficiencies (KPI's) and continuous improvement; knowledge in the preparation of budgets, profitability and costs and the development of strategic marketing plans with an emphasis on digital media, among other skills that were evaluated during the process.

In this sense, the structure of PROMTUR Panama was formed as follows:

Managing Director (CEO) Fernando Fondevila 
Fernando is an Industrial Engineer from the Santa Maria La Antigua University (USMA), has a master's degree in Business Administration with a specialization in sales management from Nova Southeastern University (NSU) and has more than 25 years of experience in the tourism sector. Before joining PROMTUR Panama, he worked at Copa Airlines holding different positions in the commercial area, highlighting the last position as Regional Commercial Manager for North America, contributing to the positioning of the brand and commercial development of the airline. He has led the successful launch of more than 15 new international destinations working directly with strategic partners such as various tourism authorities (ATP, Visit USA, CPTM - Mexico, Visit Florida, Visit Tampa Bay, Visit St. Pete & Clearwater, Visit Orlando, Visit Denver, New York and Inc. among others) as well as leading hotel chains and travel providers and wholesalers. He has also been responsible for the design and execution of sales and marketing plans for the airline through online travel agencies (OTAs) such as: Expedia, Orbirz, Travelocity, OneTravel, Priceline, BestDay, Pricetravel, Despegar , etc. Among his multiple functions, from North America he has sold and marketed Panama as a tourist destination. 

Chief Marketing Officer (CMO) Woodrow Oldford
Canadian professional with experience leading e-commerce, marketing and digital transformation teams in the tourism, aviation and destination marketing industries. 
In his last role, he spent four years in destination marketing as Vice President of Global Marketing for Banff and Lake Louise, Canada.
Responsible for the destination brand strategy, from vision to execution. He led B2C (direct to consumer) and B2B (wholesale) marketing and implemented marketing automation, machine learning and artificial intelligence to improve strategy performance and lead multiple B2B cooperatives and alliances.

Director of Business Development Lorena Fábrega She 
brings to her charge an outstanding professional career of more than 20 years in important companies and public and private organizations, being the leader for more than 3 years of the Commercial Vice Presidency of ENSA where she was responsible for the strategy and operation commercial, communications and sustainable development. 

Director of Sales and Services Eugenia Powell She 
has more than 10 years of experience in the hotel tourism industry, managing conferences in convention centers and high-traffic venues and holding the positions of director of sales and marketing, commercial director, and director of international sales for the Courtyard Marriott Panama, Sheraton Panama and Hard Rock Hotel / Megapolis Convention Center hotels, respectively. 

Advances in the Roadmap for the Positioning of the Tourism Brand 
PROMTUR Panama works hand in hand with the ATP and representatives of the private tourism company to ensure that the destination's message is presented in a unified, coherent and uninterrupted manner. Thus, businessmen from the sector were invited to regular consultation meetings for the destination's international marketing strategies, through the PROMTUR Panama Business Consultative Forum, including members of CAMTUR, APATEL and HOPPAN.
During this period, the design of a competitive act for the selection and contracting of a Full Service Marketing Agency for the positioning of the tourism brand in the short and long term began. PROMTUR Panama invited an external Evaluation Board, made up of national and international specialists in tourism, marketing and digital ecosystems, who studied the proposals of various consortia under a meticulous process, criteria and weighted rating tools to make their recommendation to the Board of Directors. 
The weighted criteria included brand research, strategy and development; previous experience developing a destination brand; proven experience with promotion agencies (DMO) or government tourism offices; the ability to plan and buy media; knowledge of consumer trends, inspiring and trustworthy communication to generate relevant content and stories about the destination, among other criteria.
The winning agency of the contest, together with PROMTUR Panama, will be in charge of the creativity of advertising campaigns for different markets, deployment of multi-channel strategies, development of business intelligence to make the best decisions, organization of familiarization and press trips. international, as well as the deployment of public relations actions as a consequence of the marketing campaigns that are being activated. 

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