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From Cancun to Costa Rica, Central America is filled with tourist traps and all-inclusive resorts. So how do we make people reconsider their travel options in this region? By telling it like it is.

Panama is hard work. Its landscape of rugged mountains, lush rainforests and uninhabited islands is endlessly rewarding for adventurers, trailblazers and explorers. But not typical sightseers. This digital video campaign reaches out to true travelers and shows them Panama beyond the canal: as the untouched, untamed and unpolished gem that it is.

“Not For Tourists” has been featured in AdWeek, Ad Age, Creativity Online, Lonely Planet, and Vimeo among others.