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2013
- The marketing campaign began to hit its stride by the start of year 2013, and we were implementing a well-conceived global marketing plan that involved tri-media advertising, digital and social media exposure, and OOH platforms that included billboards, subway trains, taxis and double decker buses, to name a few.
www.philstar.com/lifestyle/travel-and-tourism/2019/07/28/1938653/untold-stories-behind-tourisms-most-successful-campaignThe untold stories behind tourism’s most successful campaign
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Mar 25, 2023 · 1967: The "Visit the Philippines Year" campaign was launched, with the goal of attracting more foreign tourists to the country. The campaign was successful, with tourist arrivals reaching over 300,000.
Jun 27, 2023 · “It’s More Fun in the Philippines” was launched in 2012, during the tenure of Tourism Secretary Ramon Jimenez Jr. by the DOT and BBDO, one of the country’s award-winning advertising agencies. In...
- Tourism Recovery in The Philippines
- Love The Philippines Campaign Reshapes Tourism After 11 Years
- Short-Form Video Marketing vs Tourism Board Campaigns
- More Frequent Campaign Refreshes
The Philippines, known for enduring the longest partial lockdown globally, faces a delayed recovery as it strives to regain its tourism momentum. In 2019, the country welcomed 8.3 million foreign visitors, with South Korea leading as the primary source market, followed by China and the U.S. However, post-Covid, the revival of inbound tourism has be...
President Ferdinand Marcos, Jr said the new campaign embodies the love Filipinos have for their country. “What better way to express that love than by directly incorporating it into our tourism campaign.” The new branding celebrates the country’s people, places, cultures, and cuisines, moving away from a focus solely on fun and adventure, notes Gar...
However, in the age of short-form video marketing, national tourism boards also need to understand the effectiveness of their campaigns. Jeremy Jauncey, founder and CEO of Beautiful Destinations, emphasizes combining campaigns with short-form video strategies, like the “Love the Philippines” initiative, to engage visually and emotionally stimulated...
The recent launch of a new tourism campaign by the Philippines, after an 11-year hiatus, raises concerns about the effectiveness of such initiatives in an ever-changing travel industry. Bowerman suggests that more frequent updates to these campaigns may be necessary to keep up with current trends and effectively engage modern travelers. The previou...
- Peden Doma Bhutia
- Asia Editor
Half into this year, the DOT has already recorded 2.67 million international visitor arrivals as of June 29, 2023, 2.44 million of these are foreigners. This year, the Department is targeting a baseline of 4.8 million international tourist arrivals.
Jun 28, 2023 · The “enhanced” tourism campaign slogan, launched by the department during its 50th-anniversary celebration at the Manila Hotel on Tuesday (June 27, 2023), replaces the 11-year-old It’s More Fun in the Philippines.
Feb 21, 2017 · The first campaign launched by the DOT was in 1994 with the slogan “Fiesta Island Philippines!” The sector that gave tourism the biggest boost in the 1990s was local civil aviation. It was then that budget airlines were introduced and more provincial airports were opened to international flights.
