presentation for dept. of tourism's wow philippines campaign
DESCRIPTION
Agency presentation to then Sec. Richard Gordon of the Department of Tourism for the implementation of a component of the Wow Philippines campaign. The plan was approved and successfully implemented in 2003.TRANSCRIPT
Proposed Communications Plan for the Department of Tourism’s
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October 20, 2003
AGENDA
• The Objectives
• Strategy
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• Target Publics
•Key Messages
• Tactics: Traditional Media Activities
• Tactics: Non-Traditional Media Activities
THE OBJECTIVES
1. To create awareness for Project V-12 and to
inform target publics on its incentives.
2. To encourage the Filipinos to help promote
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2. To encourage the Filipinos to help promote
tourism and to exceed tourist arrival
projections (target number) to the country
within Project V-12’s timeframe.
STRATEGY
1. Use a 2-pronged communication approach for:
a. Local/ National: Identify and concentrate on regions
of RP that have the most number of OFWs/ relatives
abroad.
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abroad.
• Harness local government units.
b. International: Awareness and publicity campaigns for
countries with strong presence of overseas Filipinos
(US, Middle East, Italy, Germany, UK, etc…).
•Identify the key media vehicles in these countries.
2. Develop Unique Selling Point (USP) for Year 1:
•Identify unique aspect of Philippine culture that has a
mass-following abroad and that has impact on Western
THE STRATEGIES
mass-following abroad and that has impact on Western
culture such as arnis and knife-fighting (featured in
Hollywood through a popular movie starring Benicio del
Torro)
•Develop exhibition, training, and centers for such
interests locally
•Organize teams that will exhibit and train in selected
countries to launch V-12.
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Year 1
•Overseas Filipino communities & groups.
•Viewers of The Filipino Channel US, Middle East, Italy,
TARGET PUBLICS
•Viewers of The Filipino Channel US, Middle East, Italy,
Germany, UK).
•Alumni/ fraternity/ professional associations through their
e-groups and websites.
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KEY MESSAGES
“Ibalik ang dangal ng Filipino”
• Volunteer 12 is an opportunity for all Filipinos to have a sense of patriotism and national accomplishment
– Program aims to unite all sectors – overseas Filipinos,
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– Program aims to unite all sectors – overseas Filipinos, LGUs, private sector and tourism industry – to help uplift the Philippines through tourism
– Filipinos have been bludgeoned by years of negative publicity and events � V12 is an opportunity to feel good about ourselves
KEY MESSAGES
“Maraming trabaho kapag maraming turista”
• Emphasis should be placed on the benefits that tourism will bring to the country rather than on the individual awards
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awards
– 1 Tourist = US$1,000 = 1 job
“Sagot Kita”
• Nothing is more re-assuring to visitors than a personal invitation from each one of us
TACTICS: TRADITIONAL MEDIA ACTIVITIES
Phase 1: Awareness (Month 1)
A. Media Launch
• A Press Conference, with Tourism Secretary Richard Gordon and other key tourism personalities announcing the Volunteer 12 program and educating the general public on the details of this project;
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• Foreign and local media coverage from Print, Television and Radio, including representatives from key tourism sectors
• Program components:
� Brief AVP / powerpoint presentation on Project V-12
� Question and Answer portion, where DOT Secretary and key personalities from the tourism sector will answer media queries about the Volunteer 12 program
TACTICS: TRADITIONAL MEDIA ACTIVITIES
Phase 1: Awareness (Month 1)
B. Advertorial Placements in major and local dailies
• Major broadsheets: Philippine Daily Inquirer, Philippine Star, and
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• Major broadsheets: Philippine Daily Inquirer, Philippine Star, and
Manila Bulletin
• Local newspapers: Sunstar or Freeman in Cebu and Davao, and
other prominent local newspapers
• Half-page, full color, weekend placements
TACTICS: TRADITIONAL MEDIA ACTIVITIES
• Proposed Advertorial slants: Educating the market
on the Dept. of Tourism’s Volunteer-12 program
– Information about V-12, how one can become a tourism volunteer, benefits that one can get, etc.
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volunteer, benefits that one can get, etc.
– Tourism Secretary Richard Gordon: Appealing to the Filipino’s sense of patriotism
– Call-to-action portion, which will immediately encourage the reader to become a member
TACTICS: TRADITIONAL MEDIA ACTIVITIES
Phase 2: Advocacy (Month 2)
C. Media Interviews
• BSMG to organize and coordinate meetings and round
table discussions on DOT’s V-12 Program with tourism
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table discussions on DOT’s V-12 Program with tourism
media writers, columnists and reporters. Small group
interviews involving various tourism sectors may also be
conducted
• Media sectors: Tourism editors/ NAIA press corps, Business, and Lifestyle editors
• Industry sectors: Travel agencies, hotel industry, airport immigration, etc.
TACTICS: TRADITIONAL MEDIA ACTIVITIES
Proposed Media Interviews:
Key writers/columnists will be identified in the following segments: News,
Tourism, Business, & Lifestyle sections. There will be 1 opinion expert
per newspaper who can do an extensive coverage/ feature on Project
V-12 and its various components.
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V-12 and its various components.
TACTICS: TRADITIONAL MEDIA ACTIVITIES
Phase 3: Amplification (Month 2-12)
D. Feature in News and others programs
• BSMG can arrange for a special feature on DOT’s V-12
program; Tourism Sec. Richard Gordon to talk about V-
12’s history, how this can contribute in the country’s
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12’s history, how this can contribute in the country’s
tourism and economic recovery; etc.
• Feature Filipinos who have been to other countries but
went back to the Philippines; highlight Philippine tourism
by focusing on the factors that will make Filipinos “miss
the Philippines”; Idea is to capture the emotions of the
viewers by capitalizing on the interviewees’ love for their
country.
TACTICS: TRADITIONAL MEDIA ACTIVITIES
• BSMG can arrange with newsprograms, anchorpersons to casually mention V12 in the show.
• BSMG can arrange for common programs, sitcoms), and dramas to include V12 in their plots
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Proposed TV programs:• Magandang Umaga Bayan• Pipol• Travel Time• Isla• Lakbay TV• Home Along da Airport
.
TACTICS: TRADITIONAL MEDIA ACTIVITIES
Phase 3: Amplification (Month 3-12)
E. Local & International Promotion of Philippine culture USPfor Year 1
Awareness (Months 3-4)
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Awareness (Months 3-4)
• Local awareness program of arnis and knife-figthing (print, radio, and Internet).
• International awareness program of arnis and knife-fighting (Print & Internet).
Advocacy
• Local exhibition and training (Months 4-5)
• International exhibition and training (Months 6-12)
TACTICS: NON-TRADITIONAL MEDIA ACTIVITIES
Phase 1: Awareness (Months 1-2)
A. Engage in a text promo (please add promo name)
– Forge partnership with Globe (and Smart)
– Download through MMS any Philippine tourist spot
– For every downloaded MMS, the subscriber will
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– For every downloaded MMS, the subscriber willreceive information on Project V-12; it will also entitlehim to get a control number, which will eventually beraffled off at the end of the promo period
– Prizes: Local tour packages, free trips, tour privilegesand discounts
TACTICS: NON-TRADITIONAL MEDIA ACTIVITIES
Phase 1: Awareness (Month 2)
B. Forge partnership with Philippine Airlines
• Distribute merchandising materials / collaterals on
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• Distribute merchandising materials / collaterals on
Project V-12 within the airline’s domestic and
international flights;
TACTICS: NON-TRADITIONAL MEDIA ACTIVITIES
Phase 2: Advocacy (Month 3-4)
C. Arrange and organize a “Balikbayan Month”
• For a specific period, all the “Balikbayans” will be given
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• For a specific period, all the “Balikbayans” will be given
a special treatment in the form of perks and privileges
as they visit/ go back to the Philippines;
• This is to encourage the balikbayans and other tourists
that will enter the country to go home and visit the
Philippines within this period.
TACTICS: NON-TRADITIONAL MEDIA ACTIVITIES
Phase 2: Advocacy (Month 3-4)
D. Tie-up with “Adopt a Tree” and “La Mesa Dam” projects of ABS-CBN
• For every tourist, he/she will be have the chance to plant a tree and have the privilege of having the tree named after
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• For every tourist, he/she will be have the chance to plant a tree and have the privilege of having the tree named after him/her.;
• Tourists will have applicable incentives for the “La Mesa Dam” project. They can have a shirt that says “I’m Dam Good.” or they’re names can be added to a plaque at the site.
TACTICS: NON-TRADITIONAL MEDIA ACTIVITIES
Phase 2: Advocacy (Month 4-12, Years 2-5)
E. Promote “Pamana ng Bayan” Project
• Filipino schoolteachers can impart – on a long-term basis –
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• Filipino schoolteachers can impart – on a long-term basis –a familiarity with Philippine culture and a longing to visitRP.
• Filipino nurses and caregivers can impart – on a long-termbasis – a familiarity with Philippine culture and a longing tovisit RP to relatives and friends of their charges.
TACTICS: NON-TRADITIONAL MEDIA ACTIVITIES
Phase 3: Amplification (Months 3 – 12)
F. Internet-based promotional efforts
• Banner ads within a website: Forge partnerships with
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• Banner ads within a website: Forge partnerships with
websites that are often visited like Hotmail, Yahoo,
Department of Tourism, etc. and as soon as the
subscriber logs in, an attractive “V-12 banner ad” will
emerge on the computer monitor. This banner ad can
encourage the viewer to know more about V-12 by
highlighting the benefits / prizes / tour packages that a
subscriber may avail.
TACTICS: NON-TRADITIONAL MEDIA ACTIVITIES
Internet-based promotional efforts (con’td.)
Additional publicity/ information:
• To create awareness through the different fora like
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• To create awareness through the different fora like
Pinoyexchange.com, Globe’s forum, etc. Post a thread
to announce the V-12 program and start a discussion.
• To feature RP, cultural USP for the year, and V12 in
travel/lifestyle sites like Expedia and Fortune
Lifestyles, for example.
TACTICS: NON-TRADITIONAL MEDIA ACTIVITIES
Internet-based promotional efforts (con’td.)
Additional Publicity/ information through :
1. Sites
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1. Sites
• Pinoyexchange.com – 89,212 members
• Praning.com – 5,712 members
• Pinoyforum – 2,354 members
• Thepinoyforum.com – 1,531 members
• Myglobe.com.ph – 3,963 members
• Friendster.com
TACTICS: NON-TRADITIONAL MEDIA ACTIVITIES
Internet-based promotional efforts (con’td.)
Additional Publicity/ information through :
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2. CD-ROMs
3. Interactive multimedia
4. Electronic kiosks in embassies consulates