Fun is still at the heart of the campaign.
“The Department of Tourism (DOT) has rolled out four new TV commercials (TVCs) as part of this year’s Philippine brand campaign geared toward reaching the agency’s foreign visitors’ goal of 10 million by 2016,” reports Ma. Stella F. Arnaldo in BusinessMirror.
The report said that the ads, which are produced by ad agency BBDO Guerrero, will be aired over international TV networks, such as CNN (including its US Airport feed), Asian Food Channel, BBC, Fox Sports, EuroNews and EuroSport in various countries like the US, Canada, Malaysia, Singapore, Thailand, Taiwan and parts of Europe.
The four new 30-second ads highlight specific tourism destinations, such as Boracay, Davao, Manila and Cebu, and still carry the campaign “It’s More Fun in the Philippines.”
The report added: “There are also print ads using the same location-specific images, which have already appeared in German publications, the UK Sunday Times Travel and the Action Dive publication for Southeast Asian distribution, and also displayed as out-of-home (OOH) ads in select Korea subway stations.”
This despite a smaller budget for TVCs and media placements. “While he declined to specify the exact budget for the TVCs, he confirmed that the amount was less than the P63 million the Aquino administration spent in 2012 for spots which aired over on CNN, launching the first year of the brand campaign,” the report quotes Tourism Secretary Ramon Jimenez Jr.
MANILA:
CEBU:
BORACAY:
DAVAO:
Screengrab from video
