THE Philippine Department of Tourism (DoT) has rolled out the next phase of the It’s More Fun in the Philippines campaign, with new print and TV ads to strengthen awareness of key destinations.
Last weekend, DoT unveiled three new commercials for Davao, Manila and Cebu, adding to the Boracay commercial launched earlier this year, tagging the destination as Asia’s 24/7 island.
Manila is branded The Capital of Fun; Cebu, World Class Diving Sites and Sounds; and Davao, Explore. Relax. Repeat, highlighting adventure, nature and relaxation.
Chicoy Enerio III, Philippines Tourism Promotions Board COO, said: “It’s what we call power branding – for different destinations that are already strong in the marketplace.
“The next batch of destinations to be promoted are either part of the APEC Summit venues for next year, like Iloilo, or up and coming destinations like Legazpi and the Albay region.”
The media campaign is scheduled to run until December for both travel trade and consumer promotions, including roadshows, missions and fairs.
DoT assistant secretary for market development, Benito Benzoin Jr revealed the rollout has been done very gradually and in secret, and the travel trade would soon be “let in” on the strategy, “because the competition has been watching us very closely”.
On the overall campaign so far, Marjorie Aquino, inbound sales and marketing manager, Blue Horizon Travel and Tours, said: “It did create a buzz, but it wasn’t that strong and we can push it some more.
“Other markets are not yet that knowledgeable about what we have to offer, and which destinations. We have to educate them one by one.”
