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...