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http://www.wowphilippines.ca/news/feb21-01en.htm
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Date Posted: 17:14:23 07/13/05 Wed
Author Host/IP: 203.213.207.47
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By RACHEL CASTRO BARAWID
's message, "‘I love RP’ Tourism Campaign Launched" on 17:03:55 07/13/05 Wed
Tourism's Ace: I Love Philippines, Biyahe Na!
February 21, 2005
In a bid to boost domestic travel, the Department of Tourism (DOT), together with Smart Communications, launched its “I Love Philippines, Biyahe Na!” initiative, armed with a stronger market-specific base and a new tri-media advertising campaign.
According to Tourism Secretary Joseph Ace Durano, the “Biyahe Na!” campaign is the result of a government-private sector partnership.
“The DOT brought together its corporate partners who saw the socioeconomic benefits of tourism. They got together, brainstormed, and created a national advocacy plan compelling everyone to travel and re-discover the Philippines,” he explains.
The new campaign for the domestic market captures all the things Filipinos love about the Philippines — its breathtaking destinations and colorful fiestas, its rich food and incomparable shopping, and its friendly people and multi-faceted culture.
“We realize that to promote local travel, we must inspire pride in being
Filipino by encouraging everyone to explore our country’s beautiful sites or re-connect with our heritage, history, and culture. Our campaign theme tugs at the heart and at the same time is a challenge, an urgent call to positive action,” Durano adds.
Three phases make up the campaign — Phase 1: “Destinations & Fiestas” (February to May 2005); Phase 2: “Food & Shopping” (June to August 2005); and Phase 3: “People & Culture” (September to December 2005). Each phase has its own relevant theme, derived from the main tagline “I Love Philippines, Biyahe Na.”
The theme song “Biyahe Tayo” has also been updated with a fresh musical arrangement and new lyrics focusing on the country’s destinations, food, culture, and people. Performed by Regine Velasquez, the reformatted song is accompanied by a new video featuring the DOT’s anchor destinations — along with other traditional tourist sites — as a backdrop.
To complement the intensive advertising campaign, Durano says the DOT is initiating a tourism loyalty and benefits program as well as year-round on-ground tourism activities. These support activities include programs for tourism education and tourism awards.
“Two principles guide the DOT’s marketing campaigns. These are the need to create consumer-driven strategies and plans as well as overcome the challenge to stand out in our primary markets even with our comparatively meager resources,” explains Durano.
He says the DOT’s drive to spur local tourism activity lends support to its
objective of making tourism a major engine for the Philippines’
socioeconomic growth.
“In 2004, 2.29 million foreign visitors and six million Filipinos traveled
around the country. But with the advent of the “Biyahe Na!” campaign, we project a considerable increase by year-end, which will escalate up to
2010,” he adds.
http://www.wowphilippines.ca/news/feb21-01en.htm
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