IDEA AND IMPLEMENTATION
The "Everywhere extraordinary" slogan encapsulated the concept, and the communication strategy and media mix were devised accordingly. Panama developed a 360° campaign designed to challenge perceptions by creating a striking contrast between text and images. Amazing scenes of landscapes and extraordinary situations were captioned with words from the target market's everyday lives, opening up a new and positive slant. One important consideration was tailoring the message to the target audience: the focus of communications for the new Marco Polo is couples between 40 and 60 years old, who are eager to explore new leisure horizons now the children have left home. The new Marco Polo ACTIVITY is particularly well suited to active and energetic people between 30 and 50 years old, and young families.