Philippines is a popular destination on its own, but associating its beaches and culture with more well-known locations is a means to increasing awareness amidst a global audience.
The Philippines Department of Tourism (PDOT) has launched a London taxi campaign, targeting those who opt for a Hong Kong or Singapore city break, with taglines such as ‘Paradise…only 2 ½ hours from Hong Kong. It’s More Fun in the Philippines’ and ‘Paradise…only 3 hours from Singapore. It’s More Fun in the Philippines’.
With one hundred taxi covers roaming the streets of London, PDOT used the campaign to generate awareness about FUN Philippines and to inform people that paradise is just a hop away from these popular Asian hubs!
Ms. Marie Venus Q. Tan, Philippines Department of Tourism Regional Director for Europe commented, “The UK it is an important market for us as it is the number one source of tourists from Europe. As we focus on international marketing, London proves to be an excellent global platform, by launching the taxi campaign here we are not only targeting the British but effectively an international audience.”
“The taxi promotion is a sustained initiative, and more brand and destination awareness campaigns shall be visible in the coming months,” added Ms. Tan.
The Philippines, being an archipelago, is a paradise for beach enthusiasts and divers alike. The country also boasts of a rich history, vibrant culture and FUN people which would compliment any city breaks within the Southeast Asian region.
The taxi campaign is part of the Philippines’ aim to achieve 10 million visitor arrivals by 2016, with 207,000 visitors coming from the UK – an increase of 15% per year.
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Photo credit: "It's more fun in the Philippines ads" cover London's black taxis. London DOT / Interaksyon.com