New Department of Tourism ads focus on Filipino values, hospitality
The new television advertisement featuring a Filipino family hosting a foreigner is one of a series to be aired by the Department of Tourism (DOT) starting Monday during the live broadcast of the 65th Miss Universe pageant.
Tourism Secretary Wanda Tulfo-Teo said the DOT ad, which gives a deeper meaning to the branding, “It’s More Fun in the Philippines,” will be followed by ads showcasing the renowned Filipino hospitality and friendliness.
The first ad with the theme “When you’re with Filipinos, you’re with family” was previewed for the media on Thursday, earning resounding reviews.
“Our unique, genuine Filipino hospitality is the country’s greatest strength, as far as tourism is concerned. Our friendliness and kindness make strangers feel at home. This often develops to lasting friendships and makes for memorable experiences that make them want to come back,” Teo said.
The 60-second ad titled “Anak” features the touching interaction of a host Filipino family and their guest, Jack Ellis, against the backdrop of a pristine blue lagoon in Surigao del Sur, and capped with the hashtag, “When you’re with Filipinos, you’re with family” — #WhenWithFilipinos .
“In addition to the Filipino family values, we will highlight the genuine Filipino hospitality. The gestures of friendliness, especially when we go out of our way to accommodate and attend to our visitors, are what make their stay and total tourism experience fulfilling and memorable,” DOT Undersecretary De Castro added
“The welcoming smile of the people, despite any language barrier, instantly show our guests that we are happy to have them visit the Philippines,” De Castro went on to say, noting that the basic element of “fun” and the usual fare of sun and beach are still present in the ad.
The ad campaign is being produced by McCann Worldgroup Philippines, which won the bid to become the advertising partner of the DOT.
According to Teo, Php 650M was earmarked for the production of branding materials and their placement to attract the different markets.
The official launch of the campaign will be on January 30 during the Miss Universe coronation day, which will be live simulcast to 190 countries.