Batac: Ilocos Norte launches new tourism ad starring “Lolita”


The Provincial Government of Ilocos Norte (PGIN) today unveiled a new tourism advertisement for the province, set in iconic local landmarks and starring the character “Lolita,” a sexagenarian who has traveled to Ilocos Norte in search of adventure.

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Produced by PGIN, through the Ilocos Norte Tourism Office, and directed by Mr. Jerrold Tarog, Ilocos Norte’s new tourism advertisement celebrates the natural beauty and culture of the province while highlighting strong family ties, values, and traditions. It follows Lola Lolita’s adventures as she goes on an unforgettable journey of rediscovering joy.

The advertisement is a vital step in PGIN’s efforts to accelerate the recovery of Ilocos Norte’s tourism industry, which is a major economic powerhouse in the province and employs thousands, including those in the informal sectors.

INTO and the PGIN Communications and Media Office have worked with its marketing partners, namely the Metro Rail Transit Line 3, the Light Rail Transit Authority, the North Luzon Expressway, and the Tarlac-Pangasinan-La Union Expressway, to install both indoor and outdoor promotional materials in the run-up to the launch day.

On the other hand, a four-day “Press Familiarization Tour” will be sponsored by PGIN for Metro Manila-based journalists from selected broadsheets, online news channels, magazine publishers, and travel blogs. In addition, lifestyle and travel influencers were also tapped to aid in the promotion of Ilocos Norte’s tourism.

After almost two and a half years of mitigation due to the COVID-19 pandemic, the increase in tourist arrivals and bookings over the recent Holy Week has raised optimism that the local tourism industry in Ilocos Norte will continue to help thousands of Ilokanos regain their livelihoods and create more employment opportunities.

According to accommodation reports and travel registration at triages, Ilocos Norte recorded more than 14,000 inbound arrivals during the said period.

In 2012, PGIN’s “Paoay Kumakaway” tourism campaign brought a record-setting two million annual day visitors to the province, and “Lolita” is expected to at least equal the former’s effect as many parts of the world are now easing protocols for travel.

Since thousands of Ilokanos rely on tourism for a living, Governor Matthew Marcos Manotoc has been initiating recovery measures for the pandemic-affected sector, saying, “Let us make sure that we prioritize the people behind this industry and make sure they are the ones who benefit the most.

The cast of “Lolita” is expected to attend the Ilocos Norte Tourism Gala on May 1. (Irene Ringor)

(Source: Provincial Government of Ilocos Norte – Communications & Media Office)

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