(The Philippine Star) Updated August 08, 2011 12:00 AM
MANILA, Philippines - Private sector support for tourism promotions is crucial for creating awareness about the Philippines and our prime tourist attractions.
This was stressed by Department of Tourism Secretary Alberto Aldaba Lim as he expressed his gratitude to companies that have given their support to the domestic tourism advocacy program of the DOT by adopting travel and tourism themes in their advertising campaigns.
He also encourages other companies to do the same as their way of contributing to getting the marginalized out of their poverty situation especially in the countryside and far-flung areas. “We are appealing to those with huge advertising budgets. We really need your help in promoting the best of what our country has to offer. By helping us you are also helping reduce poverty,” said Sec. Lim.
Lim said that tourism, having a multiplier effect, creates jobs and livelihood opportunities that improves the lives of local communities hosting our country’s natural assets. Given the gestation period for tourism activities to be only six months, and within that span of time, Aeta guides for Mt. Pinatubo trek, pancit habhab vendor in Lucban, Quezon, for example, or a mat-making women cooperative based in Basey, Samar or in barangays in Leyte, could already have returns on their small investments by selling their products/services to tourists. In like manner, host communities serve as trained Butanding (whale shark) spotters and bangkeros in Donsol, Sorsogon.
Lim also mentioned the quality of the promotional materials are of global standards. This has proven to be effective and appropriate with several campaigns being cited for awards, the latest being the “Limestone” ad that bagged the Bronze award in the Outdoor Lions Category in the prestigious Cannes Lions International Festival of Creativity. It was a collaboration between and among DOT, Smart Communications, Inc. and DM9 JaymeSyfu, with Smart underwriting the outdoor ad for the department.
“The ad was meant to make people realize that you don’t have to go abroad in search of a vacation paradise because we have it here in our own backyard costing much less at that,” said Lim.
The DOT chief especially thanked Smart Communications, Inc., Globe, and Johnson & Johnson for their support in promoting domestic tourism.
In support of the Pilipinas, Tara Na! domestic advocacy program, Smart offered this year P50 million in values which includes 60- and 30-seconder television commercials production and airtime promoting 10 local destinations and Filipino cuisine, and outdoor advertising appealing to the Filipino audience. To further boost its promotions, a Pilipinas, Tara Na! song and music video is now being produced in cooperation with Perceptions, Inc.. DOT recognizes the support of Smart with total media values of P41 million, for the television commercials alone.
Globe Telecoms partnered with DOT and Duty Free Philippines for the Pinoy Homecoming balikbayan program which encourages overseas Filipinos, particularly Filipino organizations and business groups to come home for vacation, family reunions, missions, or conferences. TV placements sponsored by Globe were aired over The Filipino Channel.
Johnson & Johnson’s launched its Bonamine travel advocacy campaign this year with the Basta Pinas Biyahe Tayo program in support of the DOT’s domestic tourism efforts. The campaign includes print advertorials featuring celebrities endorsing a particular destination with accompanying article on what the place is all about. Members of the media and press were invited to participate in their Romance of Travel Media Tours which visited destinations in Luzon, Visayas and Mindanao. Online promotions are also used through their Basta Pinas Facebook fanpage and website. DOT acknowledges the support of J&J with total media values of P11.4 million and total advertising values of P3.8 million.
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