The Department of Tourism (DOT) recently formalized its partnership withSMART Communications, Inc., and Perceptions, Inc., to execute the DOT’sdomestic tourism advocacy program with a tagline “Pilipinas, Tara Na!” Asequel of the local tourism campaign dubbed as “Tara Na, Biyahe Tayo”that was launched several years ago, the new one will focus on historico-cultural, adventure, ecotourism, and nature destinations.
(Third from left) DOT Secretary Alberto A. Lim and SMART Wireless Chief Advisor Orlando B. Vea present the mock-up of a customized SIM for theDepartment of Tourism in a ceremony formalizing their partnership for thedomestic tourism advocacy campaign “Pilipinas, Tara Na!” With them are(from left) DOT Undersecretary Daniel G. Corpuz, DOT Domestic TourismPromotions Director Cynthia C. Lazo, Perceptions, Inc. CEO Renato E. Nievaand SMART Wireless Consumer Division Head Danilo J. Mojica).
“The idea is to bring tourism to various destinations in the country andsubstantially contribute to their local economies,” conveyed SecretaryAlberto A. Lim.“With this domestic tourism advocacy program, we hope to exceed 2009’srecord of 23 million domestic travellers and equitably distribute thebenefits of tourism to the provinces,” said Tourism Undersecretary forPlanning and Promotions Daniel G. Corpuz.SMART will sponsor the production of a TV commercial with thecorresponding airtime and an MTV.
The 30-seconder TV commercial thatwill be produced, presents a renowned talent, with a melange of destinations unravelling on screen. The music video, a remake of BiyaheTayo MTV, including new destinations, is being conceptualized anddeveloped by Perceptions, Inc. (PI) with the production cost to beshouldered by SMART. As of press time, 41 popular performers havepledged support to donate their time and talent for the new campaign.Smart will also provide an information technology system called theInfoboard. Tourists can benefit from information delivered right into theirmobile phones.
The set-up is even strengthened with customized DOTSIMs. The DOT Infoboard is a web-based solution that offers various SMSfacilities with different functions and capabilities catering to the needs of DOT community. Tourists including domestic travellers can receive SMSannouncement and advisories. On the other hand, DOT accreditedpartners can benefit by getting compliance and guideline informationthrough the handsets. Not only this, the solution presents customizedfeatures specially created for DOT—700 DOT (368). Through this onlinefacility, the DOT can also conduct polls and surveys and obtain real-timeresults.
2009 Household Survey on Domestic Visitors conducted by the DOT and the NationalStatistics Office
On the other hand, Perceptions, Inc., in addition to the updated musicvideo, will conduct PR and marketing promotions, launch advertorialsfeaturing celebrities as endorsers in major publications, and amplify thecampaign through online activities in Facebook, Twitter, and YouTube alsoat no cost to the DOT.The Department continues to seek private institutions willing to join itsadvocacy program in support of domestic tourism and at the same time,provide support to its regional offices and local government units in enhancing its festivals and tourism-related special events for the summer.
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