DOT shifts promo tack to specific destinations

MANILA, Philippines - The Department of Tourism (DOT) is changing strategy in promoting the Philippines as a prime tourist destinations, focusing instead on the promotion of specific destination basis.

 “This year, we are shifting the focus of our promotional campaigns and marketing efforts towards specific destinations worthy of becoming a brand of their own, not only because of their wide variety of product offerings, but because of the unique experiences that these destinations could offer,” Tourism Secretary Ramon Jimenez Jr. said.

He said for the past months, the DOT has been releasing a series of advertisements as part of the new phase of the It’s More Fun in the Philippines (IMFITP) campaign. 

Four 30-second destination-specific TVCs (television commercials) featuring Boracay, Davao, Manila and Cebu are shared over social media and aired over international TV channels such as CNN (including CNN US airport feed), Asian Food Channel, BBC, Fox Sports, EuroNews, and EuroSport in various countries. The print ad versions have appeared in German publications, the UK Sunday Times Travel, Action Dive publication for Southeast Asian distribution, and also displayed as out-of-home (OOH) ads in select Korea subway stations.

Launched during the summer, the time-lapse video on Boracay Island captures what “Asia’s 24/7 island” is like – a vibrant destination bursting with activities from one sunrise to the next.

The TVC speaks to travelers looking for value for money destinations, due to the unending variety of activities available in one place - 24 hours a day, seven days a week.

Davao’s “Explore, Relax, Repeat” TVC highlights its eco-adventure and wellness assets which aim to attract the ecotourists, adventure seekers, and health and wellness enthusiasts.

Manila’s “Capital of Fun” video is fast-paced with various images on the endless possibilities of a fun vacation from shopping to nightlife, tours, art, and culture.  From the jingle, “…every corner, fun, fun, fun… Manila, welcome back”, the TVC encourages both first-time and repeat visitors to discover the many facets of the premier city.