How sponsorship, word of mouth, and event marketing delivered brand love to Panama’s national airline

Copa Airlines, Panama’s national air carrier, built consumer engagement through its connection with the country’s soccer team.

Compañía Panameña de Aviación, S.A. n – more familiarly, Copa Airlines – is the flag carrier of Panama, headquartered in Panama City. But, despite that national heritage, it had a problem.

Yes, it was the number-one private company in the country. And, yes, more than 80% of air traffic in and out of Panama was on Copa’s planes.

But Copa didn’t feel brand love. And, even with its share of mind as the national carrier, reported Marco Antonio Ocando, the enterprise’s senior director/marketing and e-business, “We were really low in terms of consideration.

“Our financial performance was great, we were...

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