FOOD TOURISM

TitleFOOD TOURISM
BrandTHE PHILIPPINE DEPARTMENT OF TOURISM
Product / ServiceTOURISM
CategoryA01. Use of Screens
EntrantDENTSU PHILIPPINES Manila, THE PHILIPPINES
Entrant Company DENTSU PHILIPPINES Manila, THE PHILIPPINES
Advertising Agency DENTSU PHILIPPINES Manila, THE PHILIPPINES

Credits

Name Company Position
Jam De Guzman Dentsu Media Philippines Director For Media Services
Jason Tengco Dentsu Media Philippines Digital Director
Pebbles Juan Asian Food Channel Account Executive
Wenda Wan Asian Food Channel Producer
Rey Tiempo Dentsu Philippines/Inc. Executive Creative Director
Gary Amante Dentsu Philippines/Inc. Executive Creative Director
David Mangubat Dentsu Philippines/Inc. Copywriter
Edmar Villaflor Dentsu Philippines/Inc. Art Director
Nonna Nanagas Dentsu Philippines/Inc. President

Results and Effectiveness

Over 10 million households regionally. The show reached a total of 1.3mn unduplicated Adult 15% viewers across Singapore, Malaysia and Philippines. The show number 2 in its timeslot vs other lifestyle channels across S.E.A.. Premiere episode ranked 1st among AFC shows. Plus, on air campaign delivered 3.0mn unique Adult viewers, which further translated into 26million impressions. Total number of social media impressions estimated at 12 million. The campaign had an ROI of 1.5%

Creative Execution

Dentsu Philippines in partnership with The Asian Food Channel created a full season TV series composed of 13 30 minute episodes. Each episode focused on a Philippine region’s food. There were physical challenges to highlight tourist destinations and cooking challenges to highlight Filipino food. A team 60 cast and crew from Singapore and The Philippines traveled to 5 different regions in the Philippines to shoot the episodes. Hosts and judges were celebrity chefs from Malaysia (Sherson Lien) and the Philippines (Chef Laudico, plus guest chefs). It started with a call for contestants promoted via TV plugs, print/PR and online/social media. The show then was launched via an on-ground PR event in the Philippines with APAC press people attending the event. The show was promoted via TV plugs, print/PR and online/social media throughout the season run.

Insights, Strategy and the Idea

Objective The show was conceptualized and executed for the Philippine Department of Tourism by Dentsu Philippines and The Asian Food Channel as part of the 2013 It’s More Fun In The Philippines Global Media Campaign to promote Philippine tourism to the Asia Pacific region through unique Filipino cuisine. Creative solution Create a fun, adventure-filled Amazing Race type of a cooking reality show that would showcase the Philippines as a travel and food destination Relevance The APAC region is an important market for tourism as it is considered the low-hanging fruit where volume of tourists will come from. Thus, travelers from this region were the target of this program. The idea of a food-based show that promotes tourism came from the insight that Filipino food is considered to be the next big thing in the culinary world. Also, reality cooking and adventure shows have become very popular and relevant in Asia. Shows like The Amazing Race, Masterchef, TopChef and Cupcake Wars have all been successes.