PHILIPPINE PRESENTATION: SMART TOURISM AS A TOOL FOR DESTINATION PROMOTION

Transcription

1 PHILIPPINE PRESENTATION: SMART TOURISM AS A TOOL FOR DESTINATION PROMOTION PLAY VIDEO 1: SOCIAL NETWORK (30 secs) Good morning, my name is Jems. The video you just saw is an insight or a truth about how Filipinos behave And my name is Verna. Today we bring you an overview of how we have used Smart Tourism in our new branding campaign Together: It s More Fun in the Philippines! We launched our new tourism brand to the public, last year in January 2012 with only 3 official memes or images and a video. For better appreciation, we d like to show you, the very first AVP that we produced to introduce our new brand to the public. This AVP will give you a little overview of our country, the Philippines. You will see that it embodies the very essence of our key resource the Filipino people. Our DNA as a nation is spelled F U N. Together: Fun, fun, fun! Friends, this is how it all began

2 VIDEO 2: IT S MORE FUN IN THE PHILIPPINES AVP(2.5 mins) Before the brand was conceptualized, our Tourism Minister asked us to answer only one question: Why should a tourist go to the Philippines? And the simplest, most direct answer to every traveller is It s more fun in the Philippines. This new expression is a powerful, compelling idea that draws strength from the fact that it is a fundamental truth about the Philippines, the Philippines is not just a place to see, it is a place to be. It s more fun in the Philippines is a response and an invitation a response to the country s need for a tagline that is competitive, differentiated, and easily understood; it is an invitation for everyone to see what makes the Philippines different. Built upon the country s positive attributes and core strength, the campaign singles out what no other destination can offer the Filipino people. Warm, welcoming, and relentlessly upbeat, it is the Filipinos who captivate and ultimately capture the hearts of visitors. Wherever you go, whatever you do in the country, it is the Filipino people that will complete one s vacation and make one s holiday unforgettable. FUN is a fusion of place and people.

3 This was validated through exit surveys and interviews done with our foreign tourists. Again and again we got feedback that the reason they enjoyed their stay in our country was because of their interaction with our warm, friendly and fun loving people. Now, after the launch, it was time for the second phase of the campaign. We wanted to look for the media channel that would allow us to be interactive and revolutionary at the same time. And so we introduced the concept of the meme. What is a meme? If you look at the dictionary definition, it is cultural information that is passed on from generation to generation. For the campaign, a meme, is simply a beautiful photo with a short caption stating why it s more fun in the Philippines. To show you what a meme is, watch this VIDEO 3: MEMES (30 secs) From this exercise, we were able to generate 75,000 unique memes contributed by Filipinos and foreigners alike. So colleagues in the travel industry, we now bring you another video presentation that shows how the campaign progressed. This is a short case study of our tourism branding campaign. Take a look at this

4 VIDEO 4: PHILIPPINE CASESTUDY (2.5 mins) The Philippine campaign was planted in social media. And it was here, that it developed and grew through the help of the online community. With their help, the word FUN has come to be associated with the "Philippines" The idea was to allow people to accept the campaign, take part in it and make it their own. As a result, they have given us so much back. Their stories are now for the world to see. Since the materials we had were all crowd sourced, we took the memes we were given in social media and used them. It was time to go traditional, and debut on TV and at the same time strengthen our presence on digital media through Youtube. To up the ante and develop the campaign further, we selected four user generated memes and turned them into TVCs. We are happy to share with you what we have come up with so far. VIDEO 5: PH TVCs (2 mins) Like a Korean television soap opera, the plot continues to thicken.

5 Our arrival figures continue to grow, and we see this as a positive indicator of the good effects this campaign is bringing to our tourism industry. We are very excited to see where this exciting campaign will lead us, not only for the benefit of Philippine tourism, but more importantly, together with all of your countries, to contribute to strengthening the Asia Pacific region s position of being at the center of tourism activity in the world and reaching the 30% share in worldwide travel and tourism by For now, we hope that we have been able to share some new ideas for you to take away with you as we end this session today. This is your fun friend, Verna. And your fun ambassador, Jems, saying thank you for your attention and inviting you all. Together: Let s have fun in the Philippines!