THE Department of Tourism (DOT) has launched an international branding campaign aimed at keeping the Philippines top of mind among foreign tourists, in preparation for the eventual reopening of the country’s borders.
In an interview with the BusinessMirror, DOT Assistant Secretary for Branding and Marketing Communications Howard Lance Uyking said the #MoreFunAwaits was launched to an international audience on September 16, with 30-second spots airing on CNN International, the BBC, CNBC, and National Geographic.
“This is a followup to our #WakeUpInThePhilippines campaign last year and will be airing until the country reopens,” he said.
“Our foreign offices need a campaign to help with their promotions and partnerships with international sellers,” he added. The DOT is targetting to reach about 37 million viewers for the international campaign, said Uyking.
While the #MoreFunAwaits campaign was developed “internally,” the video ad itself was produced by IPG Mediabrands Philippines, with Touch XDA as media buyer.
IN the ad, featured destinations include El Nido, Osmeña Peak in Cebu, Chocolate Hills, Boracay Island, and activities like sky biking, mountain climbing, kayaking, and island hopping. With the interspersed shots, the voiceover says, “Everyday the Philippines does more than wait. Putting together new adventures and experiences for you to try. Or making our sites better, for you to see. Cooking up new dishes for you to taste. We can’t wait to welcome you.” (For the entire video, visit https://bit.ly/2WhiiUz)
Along with the international campaign, Uyking said a local campaign to encourage healthy habits among domestic tourists is also ongoing. The “Have a Safe Trip” campaign “will continue next month when more destinations are open,” he said.
Under the DOT’s budget for 2021, some P4.6 billion sourced from the Tourism Development Fund, was supposed to be used for the development, promotion, and marketing of the Philippines. The TDF is sourced from the accreditation, identification card, sticker and code fees, in accordance with Section 16 of Republic Act 9593 (Tourism Act of 2009).
Tim Yap party cost Baguio P8M
IN the recent 2022 budget presentation of the DOT to the Senate Finance’s Sub-committee, chaired by Sen. Richard Gordon, Sen. Imee Marcos questioned why the agency spent P1.5 billion for an international branding campaign when the country continues to be closed to foreign tourists, and in fact, declared a “hot spot.”
She added, “Even a budget for domestic branding seems premature and unnecessary,” and suggested the funds be used instead for product development, language training, and the like.
For her part, Sen. Nancy Binay also raised the possibility that the budget for the international branding, could be “better used to help the industry.”
In response, Tourism Secretary Bernadette Romulo Puyat said the branding budget was in fact “reduced to P400 million” for this year, which was allocated to domestic promotions. She also corrected Marcos’s impression that the DOT spent for the controversial birthday party of event organizer Tim Yap in Baguio, through the local government. The party cost P8 million, according to the senator.
“We didn’t fund the Tim Yap party,” said Romulo Puyat, adding “we came out strongly against it. Every time there’s a mass gathering, we are always against it.” (See, “Baguio’s Magalong comes to events manager Tim Yap’s defense,” in the BusinessMirror, January 28, 2021.)
The DOT has a proposed 2022 budget of some P3.53 billion, and for its attached agencies—the Intramuros Administration and the National Parks Development Committee—P63.7 million and some P203.8 million, respectively.