Pin to Collection
Add a note
Industry Transport, travel & tourism, Destinations (Countries & Places)
Media Promo & PR, Case study
Market Singapore
Agency Mpg
Creative Director Paulo Angelo Famularcano
Art Director Patricia Mae Lavandelo, Jason Dominic Concepcion
Copywriter Micheline Rama
Released March 2009

Credits & Description

Category: Best Use of Online Advertising
Agency: MPG
Date of First Appearance: Mar 2 2009 12:00AM
Entry URL:
Managing Director: Eduardo Mapa, Jr. (Media Contacts)
Client Services Director: Jonathan Joson (Media Contacts)
Creative Director: Paulo Angelo Famularcano (Media Contacts)
Art Director: Patricia Mae Lavandelo (Media Contacts)
Art Director: Jason Dominic Concepcion (Media Contacts)
Copywriter: Micheline Rama (Media Contacts)
Account Executive: Krystle Anne Enriquez (Media Contacts)
Design Lead: Jay Arellano (Yehey! Corporation)
Social Media Director: Alma Karina Ramos (Media Contacts)
Media placement: Search Campaign - Google, Yahoo, Baidu - 2 March 2009
Media placement: TV Campaign – 14,828 Spots - MTV2 US,MTV UK,China,Hong Kong,Southeast Asia,Japan,Korea,Canada,Singapore,Malay - 2 March 2009
Media placement: Yahoo! Right Media (CPC) - Yahoo! Right Media Network - 15 April 2009
Media placement: Viral Video - Facebook, YouTube - 26 September 2009
Media placement: Yahoo! Right Media (CPM) - Yahoo! Right Media Network - 29 October 2009

Results and Effectiveness
Despite Asia-Pacific travellers declining 2% (UNWTO), the Philippines witnessed: • 2.7% increase in tourist arrivals. • 6.5% increase in foreign visitors, led by USA, Korea, Japan & China. • 17% increase in Top destinations - Cebu, Boracay, and Bohol – all featured on MTV Revelations and’s song The CNN stigma was broken down: • China’s ‘most popular destination in Asia’ (World Travel Fair 2009). • Awarded at trade events (Russia/Japan/Korea). • Most popular Asia-Pacific destination of French Tourists (60% growth in ticket sales). • “52 best weekends of 2010”. • Cordillera mountains named “25 best destinations” by National Geographic.

Creative Execution
Our “CNN to MTV” strategy was built around "Awesome Philippines", kick-starting with a four-part series: MTV Revelations. MTV VJs and Filipino-American celebrities - like of the Black Eyed Peas - revealed awesome adventures with major Philippine destinations as backdrops. On each vignette, they challenged viewers - “So where am I?" to search “Awesome Experience” on the web to win a trip. Fuelled by a keyword media buy with content and display ads, travelers discovered Asia’s best kept secret ( where they created their dream holiday “remixing” their views of Philippines with 20 single-serve sites of music, photos and fun, and gave it to them. The Secretary of Philippine Tourism faced the global press on Second Life, where the country’s 7,108th island was created. Lastly, we created a music video for's song “Take U To The Philippines” and distributed free online to lift the spirits after devastating typhoon Ondoy.

Insights, Strategy & the Idea
With 7,107 islands, Philippines is known as Asia’s best-kept secret with colourful natural wonders, marking a record-high 3.14 million tourist arrivals in 2008. In 2009, tourist arrivals were expected to fall due to the recession and the global media’s attention on isolated incidences of kidnappings and local insurgency within the country. To boost international arrivals we focused on youth - representing 20% of all international travellers. They are the fastest growing sector and 16-29-year-olds spend more on travel with the average spend-per-trip increasing by 40% since 2002. Also, they aren’t picky travellers and like alternative destinations. We put Philippines on the global youth travellers’ radar by shifting perceptions from a “CNN” mindset to a “MTV” one. With destination choices heavily influenced by word of mouth, and given this group’s online connectivity and their desire to discover by themselves and share their experiences digitally, a form of co-creation was critical.