CLARK TOURISM

RECOVERY PROMOTIONS
BACKGROUND
1. Prior to the pandemic, Clark is being positioned as A
preferred sports and M.I.C.E. Destination
2. Clark was set to undertake the crafting of its tourism
masterplan this 2020, to be implemented in the year
2021.
3. With the pandemic, tourists behavior and the way
tourism establishments do business are expected to
change drastically.
FACTORS and LIMITATIONS TO CONSIDER
1. Going back to where we were will not be an easy feat.
2. Over-all direction of the government, particularly the Department Of
Tourism moving forward to the new normal for the tourists, tourism
workers and tourism establishments
3. Capability of Clark tourism establishments to new safety protocols to be
implemented in the New Normal setting
4. Change in tourists behavior until vaccine becomes available (12-18
months)
5. Budget of tourism establishments to adopt to New Normal setting
6. Limitation in international promotions
 Key Messaging?
Factors considered, CDC Management, Clark Tourism Stakeholders must decide as one
on how to promote Clark moving forward

1. Clark is SAFE for tourists post pandemic

2. Measures put in place/being undertaken by Clark to ensure tourists’
safety post pandemic
3. Clark is back and open for business
4. Clark was at the forefront of the “We Heal as One” program of the
government
5. Clark as tourists destination in a “new normal” setting
1. Clark is safe for tourists post pandemic
• Make the tourists feel safe
• Detailed actions undertaken/being undertaken by
Clark tourism establishments in making sure safety
protocols are followed
• Availability of testing should the tourists choose to
undertake it (at their own expense) prior to leaving
Clark
• For hotel rooms, a seal of safety or sanitation
should be posted at each room (creation of
sanitation team is integral)
2. Measures put in place/being undertaken by
Clark to ensure tourists’ safety post pandemic
Highlighting the role of CDC as regulatory body of the Freeport
in making sure the following are in place :
• 24/7 availability of medical personnel
• Random testings of tourism workers, if 100% testing is not possible
• Availability of testings in Clark hospitals, should the guest chooses
to undertake such
• Isolation rooms/quarantine areas
• Proper training and accreditation Sanitizing teams (including
random checking of rooms, F & B, other facilities)
3. Clark is back/open for business
Highlight Clark’s open spaces in the conduct of small/allowed
meetings/gatherings

4. Clark was at the forefront of the “We Heal as

One” program of the government
1. Highlight Clark being a “Safe Haven” during the pandemic as
well as post-pandemic
2. All necessary facilities and care are available in Freeport
given the role it played during the pandemic
5. Clark as tourists destination in a
“new normal” setting.
1. Highlight excitement of new normal arrangements
and settings in Clark
2. Benchmark with other destination
TOURISM RECOVERY
According to tourism experts, it will take 3-5 years to rebuild the
tourism industry and bring back tourists’ confidence in travelling

M.I.C.E. practitioners predict that meetings/conferences business

will bounce back according to the following sequence:
1. Essential travels (Business Travel)
2. Small meetings
3. Non-essential travels
TOURISM RECOVERY
Domestic Travel and Business
Meetings/Conferences/Exhibitions will be the focus of
tourism while waiting for the vaccine.

According to UNWTO the tourists will come back but it

will take time
BENCHMARKING & UNWTO
RECOMMENDATIONS
WHAT CAN WE DO for NOW?
1. Revise Terms of Reference of Clark Tourism Plan to include recovery
plans and programs post pandemic.
2. Come up with concerted communication plan and collated promotions
plan for TEs with Clark Tourism Council based on agreed messaging
for Clark Freeport Zone.
3. Provide assistance to Tourism Establishments (TEs) in promoting Clark
in all media platforms (TV, radio, print, socmed)
4. Create crisis management mechanisms and strategies, such as
convening a Tourism Recovery Committee with TEs and developing
crisis scenarios based on data and current crisis dynamics
5. Get Certification from Concerned Government Agencies That Clark
has been sanitized as part of promotions
Promotional Strategies
1. Sponsored social media postings to expand reach
(FB, IG etc)
2. Come up with consolidated video for TEs,
highlighting agreed key messaging.
3. Put up billboards and dropdown, in and out of
Clark, including out of town where Clark has flights.
4. Organize domestic road shows
5. Recovery promotions tagline
Promotional Strategies
6. Moratorium on event fees and charges to
encourage events organizers
7. More FB Live feature for special events
8. Coverage of how TEs are implementing safety
protocols to ensure guests safety
9. Come up with new tour packages with inbound
tour operators, including “Healing Tours” for
Frontliners (South Korea)
Promotional Strategies
10. Utilize Clark loop to show vibrancy of Clark thru
bus/vehicle wrap
11. More active domestic travel fairs to be organized by DOT
and TPB to increase visibility to target markets (MICE and
sports travel fairs)
12.Rebranding of ASEAN Convention Center as a M.I.C.E venue
13. Create a Virtual Tour of Clark to excite guests to travel to
Clark after restrictions on travel are lifted
Promotional
BENCHMARKING & Strategies
UNWTO RECOMMENDATIONS
During The Crisis:
10. Utilize Clark loop to show vibrancy of Clark thru
Ø Waived license fees
bus/vehicle wrapfor hotels, travel agents, tour guides, and other
tourism-related establishments
Implementing countries: Singapore
Ø 11. More active consumer
Maintain/Restore domesticconfidence
travel fairs to be organized by DOT
and TPB tocountries:
Implementing increase visibility
Singapore to target
(Clean markets
Certification), (MICE
Portugal and on
(information
sports
consumertravel
rights), fairs)
Rwanda (flexible rebooking policies [up to 2 years])
Ø Defray disinfection costs for hotels and accommodation facilities utilized
by COVID-19-related cases (patients, medical workers, etc.)
12. Implementing
Rebranding of Asean Convention Center
countries: Singapore (up to SGD 20,000)
as a M.I.C.E venue
Promotional
BENCHMARKING & Strategies
UNWTO RECOMMENDATIONS
Post-crisis
10. Utilize
preparations:
Clark loop to show vibrancy of Clark thru
bus/vehicle
Ø Issuance wrap
of travel vouchers to encourage domestic travel
Implementing countries: China (CNY 138-M) Iceland (ISK 1.5-B)
Ø 11. Moreparticipation
Waived active domesticfeestravel fairs to beexhibitions,
for roadshows, organized travel
by DOT
fairs,
andetc.
TPB to increase visibility to target markets (MICE and
sports Arab
United travelEmirates
fairs) (2020 to 2021)
Ø Establishment of post-crisis fund for external promotions
12.Implementing
Rebrandingcountries:
of AseanHong Kong (HKDCenter
Convention 700-M),asIceland
a M.I.C.E venue
Promotional
BENCHMARKING & Strategies
UNWTO RECOMMENDATIONS
Case study:
10. Utilize 2003
Clark SARS
loop to epidemic
show vibrancy of Clark thru
bus/vehicle
During the crisis: wrap
Ø Promotions geared towards domestic market
11.Implementing
More active countries: Hong Kong
domestic (discounts
travel fairs and packages),
to be South by DOT
organized
Korea (small to medium-sized MICE and special events)
and TPB to increase visibility to target markets (MICE and
Ø Maintain/Restore consumer confidence through close and
sports travel
transparent fairs) of measures being taken, courtesy
communication
calls, etc.
Implementing countries: Hong Kong, Singapore (Cool Singapore
12.Campaign,
Rebranding of Asean
Singapore’s Convention
OK label, Center PLAY!
Step Out! Singapore, as a M.I.C.E venue
Singapore)
Promotional
BENCHMARKING & Strategies
UNWTO RECOMMENDATIONS
Case study:
10. Utilize 2003
Clark SARS
loop to epidemic
show vibrancy of Clark thru
bus/vehicle
Post-crisis wrap
preparations:
Ø Be My Guest: collaboration between Hong Kong Hotels Association,
Tourism
11. More Commission of HKSAR,
active domestic and Hong
travel fairs Kong
to beTourism Board;by DOT
organized
announced on 26 June after the WHO declared Hong Kong to be
and TPB to increase visibility to target markets (MICE and
SARS-free
sports travel fairs)
Ø Singapore Roars: “a highly professional, government initiated, and
generously funded restoration marketing campaign designed to
stimulate
12. a rapid recovery
Rebranding of Aseanof Convention
tourism to Singapore following
Center as the end
a M.I.C.E venue
of the SARS scene in July 2003”
Ø Project Phoenix: Southeast Asian tourism recovery program
Promotional
BENCHMARKING & Strategies
UNWTO RECOMMENDATIONS
10. Utilize Clark loop to show vibrancy of Clark thru
bus/vehicle wrap

11. More active domestic travel fairs to be organized by DOT

and TPB to increase visibility to target markets (MICE and
sports travel fairs)

12. Rebranding of Asean Convention Center as a M.I.C.E venue

Promotional
BENCHMARKING & Strategies
UNWTO RECOMMENDATIONS
Case study:
10. Utilize 2003
Clark SARS
loop to epidemic
show vibrancy of Clark thru
bus/vehicle wrap
Observed changes to consumer behavior post-crisis in
China:
11. More active domestic travel fairs to be organized
Ø Increased interest in outdoor activities and eco- by DOT
and TPB to increase visibility to target markets (MICE and
tourism, travel to suburbs and countryside,
sports travel fairs)
nature reserves, forest parks, open spaces, etc.
Ø Increased public awareness/attention on hygienic
12.standards
Rebranding of Asean
of tourism Convention Center as a M.I.C.E venue
establishments
SUGGESTED RECOVERY TAGLINE
• #ItsTimeToDreamAgain
• #WeCanDreamAgain
• #TravelTomorrow
• #TravelAgain
• #CantSkipClark
• #ClarkGotYouCovered
• #ClarkYourSafeHaven
• #WakeUpInClark
• #MovingForward