News Credit to Yahoo.
Destinations that can stand as brands of their own will be the focus of the government’s It’s More Fun in the Philippines campaign, the Department of Tourism said.
This, as it launched four new 30-second television ads featuring Boracay, Davao, Manila, and Cebu to be aired over cable channels in countries with high populations of international travelers.
“We are shifting the focus of our promotional campaigns and marketing efforts towards specific destinations worthy of becoming a brand of their own,” Tourism chief Ramon Jimenez said.
He added that the campaign move is “not only because of their wide variety of product offerings, but because of the unique experiences that these destinations could offer.”
The latest ads, which will be shown in cable channels in the U.S., Canada, Malaysia, Singapore, Thailand, Taiwan, and parts of Europe. Print versions of the ads have also been published.
The campaign banks on Boracay’s reputation as a destination with an endless variety of activities. Davao is meanwhile highlighted as an ecotourism and adventure destination.
Shopping destinations, nightlife, city tours, are and culture were meanwhile the selling points for Manila. As for Cebu, the campaign shone the spotlight on breathtaking diving sites.
Jimenez however noted that while the television ads are expected to attract international travelers, “what will truly sustain our more fun campaign are the people themselves.”
Tourism workers, communities, officials, businesses, and locals, he said, “play a big part in spreading and amplifying our messages, enticing would-be visitors to come visit our shores.”
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