DOT campaign launched in Korean property fair

The Department of Tourism (DOT) has just successfully concluded its maiden participation in the International Property and Investment Show (IPIS 2008) held at the Convention & Exhibition Center (COEX) in Seoul recently.

The investment show was the first time DOT has introduced to the foreign investors’ market its “Live your dream” campaign. Recently launched by the department through its marketing arm, the Philippine Convention and Visitors Corporation (PCVC), the campaign aims to actively promote the Philippines not just as a transitory destination for sightseeing and recreation, but also as an ideal property investment.

According to Tourism Secretary Ace Durano, “The campaign was conceptualized to highlight the many advantages of the country not just as a tourist destination, but also as an ideal second home for foreigners.”

Durano stressed that driving investment in second homes in the Philippines is one way by which the department can successfully promote the country’s destinations and consequently boost tourism activities in the country.

“Korea is just the perfect market to start the campaign. After all, Korea is among the list of most frequent visitors to the Philippines,” the Secretary pointed out.

The DOT had the largest pavilion in the exhibition measuring 108 sq.m. – not to mention the most colorful and artistically designed one.

The pavilion sported the unique artistic design that premier ad agency BBDO Guerrero rendered for the Live Your Dream campaign. To allow the campaign’s creative design to stand out amongst the clutter of tourism ads of other countries, three contemporary artists were tapped by the agency to illustrate the idea in dream-like fashion and capture elements that make the Philippines beautiful and distinct to foreigners.

For his part, Tourism Undersecretary for Planning and Promotions Eduardo Jarque Jr. said that, “The Live Your Dream campaign tells foreign property investors not just to dream about a superb second home, but to make it come true by investing in the Philippines. The country’s tropical island and clear blue waters, convenient location, growing economy, and thriving urban lifestyle can make their dreams real for them.”

Jarque said that after DOT’s successful participation in the IPIS 2008, the Live Your Dream campaign theme shall also be used in future international exhibitions that the department will be joining next.

Notably, key players in the country’s real estate & property industry joined the DOT pavilion in the Korean property fair. These include DMCI Homes, Federaland Inc., Fil-Estate Urban Dev’t Corp., Megaworld Corporation, Phil. BXT Corporation, Robinson’s Land Corporation, and State Properties Corporation. The Philippine Retirement Authority was also represented.