Tourism has been widely recognized as a major contributor to any country’s economy. As such, countries across the globe have invested significantly over the years in “destination marketing,” hoping to attract more visitors.
A few weeks ago, the Philippines launched a new global ad campaign called “Take Me to the Philippines” with a music video featuring Apl.de.ap. from the Black Eyed Peas. The music video is now being aired globally through the MTV network and is supported by an interactive website and on-ground components such as a roaming promotional caravan.
The Philippines' DoT has partnered with MTV for this initiative in a bid to attract the 15-20 age demographic – young, powerful consumers who are able to influence their parents’ consumption behaviour and patterns. This is the first time that MTV has teamed up with a country and it is DoT’s biggest global campaign to date with a particular network.
The video makes use of vibrant imagery while showcasing the country’s landmark destinations such as Boracay and Mayon Volcano as well as its famous icons like the tricycle and jeepney. Apl’s music lends further to the fresh, energetic appeal that the visual images evoke. This is definitely not your average dull tourism video!
Will this campaign be a success? Only time will tell – but already, the feedback on social platforms such as Facebook have been highly encouraging. While I personally think that there is a lot more to be done for the Philippines to attract the same volume of tourist arrivals as its neighbours such as Thailand and Malaysia, this music video is a good step in the right direction.
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