Results and Effectiveness


“Take U to the Philippines” spread through social media and blogs; gathering 500,000+ YouTube views as of January 2010 and 2,415+ positive reactions. With 5.2 million arrivals in 2009, DOT scored a 17% increase in top destinations such as Cebu, Boracay, and Bohol – all featured on Apl.de.Ap’s music video. The country had two entries make CNNgo.com’s “52 best weekends of 2010”. Despite the well-documented devastation caused by Ondoy, the effort helped the target market rediscover the Philippines as a youthful, and vibrant tourist destination.

Creative Execution

Three Level Solution 1. Virus: Four teaser spots titled “Amazing Philipines” that involved MTV VJ's and Filipino Superstar Apl.de.Ap of the Black Eyed Peas. • Spots showcased country’s tourist destinations and challenged the viewers: “So where am I? Answer to win a trip. Supported this with keyword media buy on Google, Yahoo, China’s Baidu among others. 2. Virus Carriers: Filipino youth • We prompted them to create/remix their views of the Philippines by seeding 20 single-serving of music, photos, sites of fun and Filipino sensibilities. • The country’s 7,108 th Island was officially inaugurated on MTV revelations on Second Life 3. Catalyst: Emotional trigger and positive message. • The launch was set just as Super-typhoon Ketsana aka “Ondoy” struck. We did not delay the launch, instead seeded the uplifting videos in the same social networks utilised by relief efforts for the typhoon victims. The positive emotional connect of uplifting videos ensured that they went viral

Insights, Strategy and the Idea

The Philippines has suffered from a less-than-disirable “CNN” image, that focussed on isolated events of insurgency and kidnapping. A study by the World Youth, Student and Educational Travel Confederation revealed that youth were an attractive fast growing segment accounting for 20% of travelers.They choose “alternative” destinations; they immerse themselves with local communities and are more interested in cultural exchanges. The marketing challenge was to put the country on the global youth travelers’ destination consideration list despite the economic recession, by changing their perceptions of the Philippines. Youth destination choices are heavily influenced by word of mouth, so the communications strategy had to be engaging and unique. Our communication needed to be relevant, not intrusive, and assimilate the messages into young travelers’ lifestyles. We engaged the youth where they are engaged the most – music and the Internet.