The Philippine Tourism Promotions Board (TPB) is teaming up with international retail brands the likes of Hugo Boss and Billabong as well as local designers to take its marketing offensive forward.
A document detailing TPB’s 2019 plans and programmes that TTG Asia obtained specified “cross brand” and “marketing convergence” with Hertz, Hugo Boss, Christian Louboutin, Oris, globally-known Filipino designers Michael Cinco and Monique Lhuillier and Filipino pearl jewelry maker Jewelmer.
Oris’ Aquis collection of divers watches includes the limited edition Tubbataha honouring the Tubbataha Reef Project in the Sulu Sea while Christian Louboutin launched the limited edition Manilacaba bags inspired by Manila’s jeepneys.
Hertz Travel Guide features lesser-known attractions like Pannzian Beach in Pagudpud, Ilocos Norte and Filipino cuisine at a furniture artist’s home in Antipolo.
TPB, with overseas offices of the Department of Tourism (DoT), will also partner with international retail brands Roxy, Billabong, Quicksilver and others “to design special pieces to feature the different island destinations such as Siargao and to sell them at a certain cost where a portion of the proceeds will benefit a local community development in the destination”.
A raffle draw will be held for those who purchase the products, with a trip to the Philippines sponsored by the local private sector.
TPB’s out-of-the-box marketing is well-received by the travel trade, including Simon Ang, managing director-operations, Celebrate Life TLC. “This is a good secondary move by TPB. Tourism worldwide now is specialised and very niche. Our tie-ups and cross branding will not only attract specific crowds (Billabong for surfers, Oris for divers, etc.) but will also upgrade the country from ‘mahirap’ (poor) image to a better one,” Ang said.
The marketing plan is also well received by Jojo Clemente, president, Tourism Congress of the Philippines, who said that if well-planned and executed, it will yield good results especially as there are brands willing to participate and be connected to the destination.