Presentation for Dept. of Tourism's Wow Philippines Campaign

Proposed Communications Plan for the Department of Tourism’s

A Weber Shandwick Affiliate Company

October 20, 2003

AGENDA

• The Objectives

• Strategy


• Target Publics

•Key Messages

• Tactics: Traditional Media Activities

• Tactics: Non-Traditional Media Activities

THE OBJECTIVES

1. To create awareness for Project V-12 and to

inform target publics on its incentives.

2. To encourage the Filipinos to help promote


2. To encourage the Filipinos to help promote

tourism and to exceed tourist arrival

projections (target number) to the country

within Project V-12’s timeframe.

STRATEGY

1. Use a 2-pronged communication approach for:

a. Local/ National: Identify and concentrate on regions

of RP that have the most number of OFWs/ relatives

abroad.


abroad.

• Harness local government units.

b. International: Awareness and publicity campaigns for

countries with strong presence of overseas Filipinos

(US, Middle East, Italy, Germany, UK, etc…).

•Identify the key media vehicles in these countries.

2. Develop Unique Selling Point (USP) for Year 1:

•Identify unique aspect of Philippine culture that has a

mass-following abroad and that has impact on Western

THE STRATEGIES

mass-following abroad and that has impact on Western

culture such as arnis and knife-fighting (featured in

Hollywood through a popular movie starring Benicio del

Torro)

•Develop exhibition, training, and centers for such

interests locally

•Organize teams that will exhibit and train in selected

countries to launch V-12.


Year 1

•Overseas Filipino communities & groups.

•Viewers of The Filipino Channel US, Middle East, Italy,

TARGET PUBLICS

•Viewers of The Filipino Channel US, Middle East, Italy,

Germany, UK).

•Alumni/ fraternity/ professional associations through their

e-groups and websites.


KEY MESSAGES

“Ibalik ang dangal ng Filipino”

• Volunteer 12 is an opportunity for all Filipinos to have a sense of patriotism and national accomplishment

– Program aims to unite all sectors – overseas Filipinos,


– Program aims to unite all sectors – overseas Filipinos, LGUs, private sector and tourism industry – to help uplift the Philippines through tourism

– Filipinos have been bludgeoned by years of negative publicity and events � V12 is an opportunity to feel good about ourselves

KEY MESSAGES

“Maraming trabaho kapag maraming turista”

• Emphasis should be placed on the benefits that tourism will bring to the country rather than on the individual awards


awards

– 1 Tourist = US$1,000 = 1 job

“Sagot Kita”

• Nothing is more re-assuring to visitors than a personal invitation from each one of us

TACTICS: TRADITIONAL MEDIA ACTIVITIES

Phase 1: Awareness (Month 1)

A. Media Launch

• A Press Conference, with Tourism Secretary Richard Gordon and other key tourism personalities announcing the Volunteer 12 program and educating the general public on the details of this project;


• Foreign and local media coverage from Print, Television and Radio, including representatives from key tourism sectors

• Program components:

� Brief AVP / powerpoint presentation on Project V-12

� Question and Answer portion, where DOT Secretary and key personalities from the tourism sector will answer media queries about the Volunteer 12 program



B. Advertorial Placements in major and local dailies

• Major broadsheets: Philippine Daily Inquirer, Philippine Star, and


• Major broadsheets: Philippine Daily Inquirer, Philippine Star, and

Manila Bulletin

• Local newspapers: Sunstar or Freeman in Cebu and Davao, and

other prominent local newspapers

• Half-page, full color, weekend placements


• Proposed Advertorial slants: Educating the market

on the Dept. of Tourism’s Volunteer-12 program

– Information about V-12, how one can become a tourism volunteer, benefits that one can get, etc.


volunteer, benefits that one can get, etc.

– Tourism Secretary Richard Gordon: Appealing to the Filipino’s sense of patriotism

– Call-to-action portion, which will immediately encourage the reader to become a member


Phase 2: Advocacy (Month 2)

C. Media Interviews

• BSMG to organize and coordinate meetings and round

table discussions on DOT’s V-12 Program with tourism


table discussions on DOT’s V-12 Program with tourism

media writers, columnists and reporters. Small group

interviews involving various tourism sectors may also be

conducted

• Media sectors: Tourism editors/ NAIA press corps, Business, and Lifestyle editors

• Industry sectors: Travel agencies, hotel industry, airport immigration, etc.


Proposed Media Interviews:

Key writers/columnists will be identified in the following segments: News,

Tourism, Business, & Lifestyle sections. There will be 1 opinion expert

per newspaper who can do an extensive coverage/ feature on Project

V-12 and its various components.


V-12 and its various components.


Phase 3: Amplification (Month 2-12)

D. Feature in News and others programs

• BSMG can arrange for a special feature on DOT’s V-12

program; Tourism Sec. Richard Gordon to talk about V-

12’s history, how this can contribute in the country’s


12’s history, how this can contribute in the country’s

tourism and economic recovery; etc.

• Feature Filipinos who have been to other countries but

went back to the Philippines; highlight Philippine tourism

by focusing on the factors that will make Filipinos “miss

the Philippines”; Idea is to capture the emotions of the

viewers by capitalizing on the interviewees’ love for their

country.


• BSMG can arrange with newsprograms, anchorpersons to casually mention V12 in the show.

• BSMG can arrange for common programs, sitcoms), and dramas to include V12 in their plots


Proposed TV programs:• Magandang Umaga Bayan• Pipol• Travel Time• Isla• Lakbay TV• Home Along da Airport

.


Phase 3: Amplification (Month 3-12)

E. Local & International Promotion of Philippine culture USPfor Year 1

Awareness (Months 3-4)


Awareness (Months 3-4)

• Local awareness program of arnis and knife-figthing (print, radio, and Internet).

• International awareness program of arnis and knife-fighting (Print & Internet).

Advocacy

• Local exhibition and training (Months 4-5)

• International exhibition and training (Months 6-12)

TACTICS: NON-TRADITIONAL MEDIA ACTIVITIES

Phase 1: Awareness (Months 1-2)

A. Engage in a text promo (please add promo name)

– Forge partnership with Globe (and Smart)

– Download through MMS any Philippine tourist spot

– For every downloaded MMS, the subscriber will


– For every downloaded MMS, the subscriber willreceive information on Project V-12; it will also entitlehim to get a control number, which will eventually beraffled off at the end of the promo period

– Prizes: Local tour packages, free trips, tour privilegesand discounts



B. Forge partnership with Philippine Airlines

• Distribute merchandising materials / collaterals on


• Distribute merchandising materials / collaterals on

Project V-12 within the airline’s domestic and

international flights;


Phase 2: Advocacy (Month 3-4)

C. Arrange and organize a “Balikbayan Month”

• For a specific period, all the “Balikbayans” will be given


• For a specific period, all the “Balikbayans” will be given

a special treatment in the form of perks and privileges

as they visit/ go back to the Philippines;

• This is to encourage the balikbayans and other tourists

that will enter the country to go home and visit the

Philippines within this period.


Phase 2: Advocacy (Month 3-4)

D. Tie-up with “Adopt a Tree” and “La Mesa Dam” projects of ABS-CBN

• For every tourist, he/she will be have the chance to plant a tree and have the privilege of having the tree named after


• For every tourist, he/she will be have the chance to plant a tree and have the privilege of having the tree named after him/her.;

• Tourists will have applicable incentives for the “La Mesa Dam” project. They can have a shirt that says “I’m Dam Good.” or they’re names can be added to a plaque at the site.


Phase 2: Advocacy (Month 4-12, Years 2-5)

E. Promote “Pamana ng Bayan” Project

• Filipino schoolteachers can impart – on a long-term basis –


• Filipino schoolteachers can impart – on a long-term basis –a familiarity with Philippine culture and a longing to visitRP.

• Filipino nurses and caregivers can impart – on a long-termbasis – a familiarity with Philippine culture and a longing tovisit RP to relatives and friends of their charges.


Phase 3: Amplification (Months 3 – 12)

F. Internet-based promotional efforts

• Banner ads within a website: Forge partnerships with


• Banner ads within a website: Forge partnerships with

websites that are often visited like Hotmail, Yahoo,

Department of Tourism, etc. and as soon as the

subscriber logs in, an attractive “V-12 banner ad” will

emerge on the computer monitor. This banner ad can

encourage the viewer to know more about V-12 by

highlighting the benefits / prizes / tour packages that a

subscriber may avail.


Internet-based promotional efforts (con’td.)

Additional publicity/ information:

• To create awareness through the different fora like


• To create awareness through the different fora like

Pinoyexchange.com, Globe’s forum, etc. Post a thread

to announce the V-12 program and start a discussion.

• To feature RP, cultural USP for the year, and V12 in

travel/lifestyle sites like Expedia and Fortune

Lifestyles, for example.



Additional Publicity/ information through :

1. Sites


1. Sites

• Pinoyexchange.com – 89,212 members

• Praning.com – 5,712 members

• Pinoyforum – 2,354 members

• Thepinoyforum.com – 1,531 members

• Myglobe.com.ph – 3,963 members

• Friendster.com



Additional Publicity/ information through :


2. CD-ROMs

3. Interactive multimedia

4. Electronic kiosks in embassies consulates

Documents

Presentation for Dept. of Tourism's Wow Philippines Campaign