This 30 seconder is one of a bunch which they aired abroad featuring my hometown, Cebu, the most beautiful island in the world. Bias aside, this island boasts of the best of both worlds: developed modern urban living and ultimate nature-tripping.
What better way to entease the world to book their holidays to Cebu, Philippines than through using familiar icons of the developed nations by using the bait ball of sardines underwater as a reference to a disco ball which coincidentally appeals to young global travelers who wish to have fun. It would've been better if the diver danced too anyway. Genius in the details. Hats off BBDO and DOT!
Consistent advertising in this type of visual positioning will truly make Philippines a mainstream destination one day. We don't have much advertising budget as Thailand but with robust, targeted and visually captivating campaigns such as this, we would fare enough just the same.
Jaysee Blabs RecommendationsNow that the life cycle of the campaign has reached maturity, I believe it's time to roll out new mechanisms to revitalize the tourism efforts and crowdsourcing is the way to go. Probably launching a new app where users could generate It's More in the Philippines memes and promotions that will help entice app usage such as contests and immediate gratification like rewards programs on selected merchants and brands.
Developing a Brand Book for the campaign would greatly aid local tourism offices who should be involved in preparing advertising materials, communications, signages and collaterals of their vacation spots. We have a great need to synergize our promotions and communicate our messages effectively.
Or a national short film workshop where DOT would partner with a major media network and bring in the country's emerging photographers and videographers, aspiring stars, and directors-writers to look out for and bring amazing modern Pinoy stories to life amid national spots as picturesque backdrops. Outputs could be distributed online and even screened on international film festivals. I know we have so many diamonds in the rough as a nation and the country just needs to harvest them out and present it to the world. It could also be a show idea where the development of production is being documented and the viewing date of the final films could be a major TV event.
Capitalizing on social media advertising could be one way. It's not as costly as traditional advertising but the reach is global and instantaneous. Increasing social media ad spending would somehow diversify the marketing mix and taking advantage on it's targeted audience features would make it more economical. They can try to reach more Millenials from developed nations through Facebook and Youtube and developing platform-specific media and apps would up our ante in trying to level the field of global tourism and tourism-related revenue.
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