Tourism chief taps ad agencies, social media for PHL campaign

Newly appointed Tourism Secretary Ramon Jimenez, who comes from the advertising industry, Monday said he will tap ad agencies and social media to attract more tourists to the Philippines. In his first press briefing, Jimenez said he will do this in an effort to transform the Philippines “into a successful tourism unit" that doesn’t only create jobs but provides Filipinos with business opportunities. Jimenez, a former ad executive, said the Department of Tourism is doing a search for the best branding campaign that is now in its final stage of review. The DOT has screened branding campaign proposals from 22 ad agencies and has already shortlisted seven proposals, he said. Jimenez also said the DOT will have released a decision on the branding campaign by the end of 2011. “We are taking this exercise very seriously," he added. Social media for tourism A report on GMA News TV’s “Balitanghali" newscast also said Jimenez plans to tap social media to improve Philippine tourism.
For the latest Philippine news stories and videos, visit GMANews.TV “Karamihan ng turista, lalo na ‘yung mga kabataan, ay online. At sa Internet din daw sila sumisilip ng destinasyon para magbakasyon," explained GMA News reporter Mark Salazar in a live report on “Balitanghali." In an interview on GMA News TV’s “State of the Nation" newscast last week, Jimenez also urged Filipinos to use social media to “sell" the Philippines. “Believe in the beauty of your country. Sell it at every turn. Sell it on Facebook, on Twitter, on Multiply. Talk about your country because we deserve a visit from the world," Jimenez said. (Read the transcript of his “State of the Nation" interview and watch the video here) Far more ambitious Meanwhile, Jimenez said he plans to surpass the initial target of 6.3 million foreign tourist arrivals by 2016, as set by his predecessor Alberto Lim. He also said the DOT will no longer push through with the agency’s long-running “Wow Philippines" branding campaign. While describing “Wow Philippines" as the most successful tourism campaign so far, Jimenez said his objectives “are far more ambitious than what ‘Wow Philippines’ was designed to achieve." Jimenez also said he plans to unite members of the Tourism Congress, with whom Lim had disagreements with leading to his unpopularity with the group. Lim’s dispute with members of the Tourism Congress reportedly led to his resignation last month. “You begin by making friends," Jimenez said. — With Paterno Esmaquell II/VS, GMA News