Last week, I attended the launch of MTV and the Department of Tourism’s Awesome Philippines campaign. Awesome Philippines a first-of-its-kind national tourism campaign for the country. Executed as part of MTV Revelations, the campaign uses a series of video vignettes and new media to promote the Philippines to youth travelers in eleven overseas markets, including the U.S., the U.K., Australia, New Zealand, India, Japan, China, Taiwan, Hong Kong, Malaysia, Singapore.
The launch event was attended by no less than the Secretary of DOT himself, Secretary Ace Durano, together with the top executives of MTV.
MTV Asia was chosen by the Philippine Department of Tourism as the partner for its Awesome Philippines campaign because of the resonance that the MTV brand has among the youth market worldwide. In the vignettes, the youth connection is distinctive as it employs a style that is synonymously MTV – fast-paced, vivid and visually engaging. Additionally, the vignettes strongly bring out a true Filipino flavor while it presents the Philippines as a must-visit travel destination for the overseas youth market. The Awesome Philippines campaign cuts through with its use of highly-interactive web activities. On its official website, www.awesomephilippines.com, an online contest, Video Remixes, allows you to create your own dream holiday in the Philippines in a creative video story that could possibly come true! On the site, you will find different clips of specific destinations. Just pick and edit cuts of the different travel clips and photos based on your own storyline; then choose the soundtrack for your video from the songs available. Finally, register online to enter the contest and upload your dream Philippine holiday video! You can enter as many video entries as you want. If your entry is one of the videos with the highest ratings from other users, you stand a chance to win that dream holiday you remixed with a friend! The contest is ongoing and will last until May 24, 2009.
All activities for the Awesome Philippines campaign strive to highlight what our 7,107 breathtaking islands can offer:
- The Philippines as Asia’s beach capital owing to a coastline twice the length of that of the U.S, its pristine white sand, its crystal blue waters, an immense variety of marine life, exotic flora & fauna, a tropical party lifestyle. Think Boracay, hailed as possibly the finest beach in the world.
- The Philippines as a haven for adventurous escapes. Think various aquatic sports like swimming with the friendly Donsol Whale Sharks in Bicol, trekking lush green jungles of the Chocolate Hills or spelunking the caves of the Puerto Princesa Subterranean River National Park in Palawan.
- The Philippines as Asia’s dive capital with its numerous perfect dive spots including the Tubbataha Reefs Natural Park in Palawan, where you can enjoy unparalleled scenic underwater beauty and even explore historic shipwreck sites
- The Philippines as a health and wellness destination with its world-class spas offering a variety of traditional local massages and therapies
- The Philippines as a magnet for shopaholics with its amazing bargains on both imported brands and local handcrafts. Think Mall of Asia in Manila, one of the biggest shopping malls in the world.
- The Philippines as a destination rich in history and culture, from its indigenous traditions, colonial influences, and a cuisine that is proud in its variety and influences — all still waiting to be fully discovered by the world
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MTV and Department of Tourism launched the Awesome Philippines Campaign