Proposed Communications Plan for the Department of Tourism’s

October 20, 2003
A Weber Shandwick Affiliate Company

AGENDA

• The Objectives • Strategy • Target Publics •Key Messages • Tactics: Traditional Media Activities • Tactics: Non-Traditional Media Activities

A Weber Shandwick Affiliate Company

THE OBJECTIVES

1. To create awareness for Project V-12 and to inform target publics on its incentives. 2. To encourage the Filipinos to help promote tourism and to exceed tourist arrival projections (target number) to the country within Project V-12’s timeframe.

A Weber Shandwick Affiliate Company

STRATEGY
1. Use a 2-pronged communication approach for: a. Local/ National: Identify and concentrate on regions of RP that have the most number of OFWs/ relatives abroad. • Harness local government units. b. International: Awareness and publicity campaigns for countries with strong presence of overseas Filipinos (US, Middle East, Italy, Germany, UK, etc…). •Identify the key media vehicles in these countries.

A Weber Shandwick Affiliate Company

THE STRATEGIES

2. Develop Unique Selling Point (USP) for Year 1: •Identify unique aspect of Philippine culture that has a mass-following abroad and that has impact on Western culture such as arnis and knife-fighting (featured in Hollywood through a popular movie starring Benicio del Torro) •Develop exhibition, training, and centers for such interests locally •Organize teams that will exhibit and train in selected countries to launch V-12.
A Weber Shandwick Affiliate Company

TARGET PUBLICS

Year 1 •Overseas Filipino communities & groups. •Viewers of The Filipino Channel US, Middle East, Italy, Germany, UK). •Alumni/ fraternity/ professional associations through their e-groups and websites.

A Weber Shandwick Affiliate Company

KEY MESSAGES
“Ibalik ang dangal ng Filipino”
• Volunteer 12 is an opportunity for all Filipinos to have a sense of patriotism and national accomplishment – Program aims to unite all sectors – overseas Filipinos, LGUs, private sector and tourism industry – to help uplift the Philippines through tourism – Filipinos have been bludgeoned by years of negative publicity and events V12 is an opportunity to feel good about ourselves

A Weber Shandwick Affiliate Company

KEY MESSAGES

“Maraming trabaho kapag maraming turista”
• Emphasis should be placed on the benefits that tourism will bring to the country rather than on the individual awards – 1 Tourist = US$1,000 = 1 job

“Sagot Kita”
• Nothing is more re-assuring to visitors than a personal invitation from each one of us

A Weber Shandwick Affiliate Company

TACTICS: TRADITIONAL MEDIA ACTIVITIES
Phase 1: Awareness (Month 1) A. Media Launch
• A Press Conference, with Tourism Secretary Richard Gordon and other key tourism personalities announcing the Volunteer 12 program and educating the general public on the details of this project; • Foreign and local media coverage from Print, Television and Radio, including representatives from key tourism sectors • Program components: Brief AVP / powerpoint presentation on Project V-12 Question and Answer portion, where DOT Secretary and key personalities from the tourism sector will answer media queries about the Volunteer 12 program

A Weber Shandwick Affiliate Company

TACTICS: TRADITIONAL MEDIA ACTIVITIES
Phase 1: Awareness (Month 1) B. Advertorial Placements in major and local dailies
• Major broadsheets: Philippine Daily Inquirer, Philippine Star, and Manila Bulletin • Local newspapers: Sunstar or Freeman in Cebu and Davao, and other prominent local newspapers • Half-page, full color, weekend placements

A Weber Shandwick Affiliate Company

TACTICS: TRADITIONAL MEDIA ACTIVITIES
• Proposed Advertorial slants: Educating the market on the Dept. of Tourism’s Volunteer-12 program
– Information about V-12, how one can become a tourism volunteer, benefits that one can get, etc. – Tourism Secretary Richard Gordon: Appealing to the Filipino’s sense of patriotism – Call-to-action portion, which will immediately encourage the reader to become a member

A Weber Shandwick Affiliate Company

TACTICS: TRADITIONAL MEDIA ACTIVITIES
Phase 2: Advocacy (Month 2) C. Media Interviews

• BSMG to organize and coordinate meetings and round table discussions on DOT’s V-12 Program with tourism media writers, columnists and reporters. Small group interviews involving various tourism sectors may also be conducted • Media sectors: Tourism editors/ NAIA press corps, Business, and Lifestyle editors • Industry sectors: Travel agencies, hotel industry, airport immigration, etc.
A Weber Shandwick Affiliate Company

TACTICS: TRADITIONAL MEDIA ACTIVITIES
Proposed Media Interviews:
Key writers/columnists will be identified in the following segments: News, Tourism, Business, & Lifestyle sections. There will be 1 opinion expert per newspaper who can do an extensive coverage/ feature on Project V-12 and its various components.

A Weber Shandwick Affiliate Company

TACTICS: TRADITIONAL MEDIA ACTIVITIES
Phase 3: Amplification (Month 2-12) D. Feature in News and others programs

• BSMG can arrange for a special feature on DOT’s V-12 program; Tourism Sec. Richard Gordon to talk about V12’s history, how this can contribute in the country’s tourism and economic recovery; etc. • Feature Filipinos who have been to other countries but went back to the Philippines; highlight Philippine tourism by focusing on the factors that will make Filipinos “miss the Philippines”; Idea is to capture the emotions of the viewers by capitalizing on the interviewees’ love for their country.
A Weber Shandwick Affiliate Company

TACTICS: TRADITIONAL MEDIA ACTIVITIES
• BSMG can arrange with newsprograms, anchorpersons to casually mention V12 in the show. • BSMG can arrange for common programs, sitcoms), and dramas to include V12 in their plots Proposed TV programs: • Magandang Umaga Bayan • Pipol • Travel Time • Isla • Lakbay TV • Home Along da Airport .
A Weber Shandwick Affiliate Company

TACTICS: TRADITIONAL MEDIA ACTIVITIES
Phase 3: Amplification (Month 3-12) E. Local & International Promotion of Philippine culture USP for Year 1
Awareness (Months 3-4) • Local awareness program of arnis and knife-figthing (print, radio, and Internet). • International awareness program of arnis and knife-fighting (Print & Internet). Advocacy • Local exhibition and training (Months 4-5) • International exhibition and training (Months 6-12)

A Weber Shandwick Affiliate Company

TACTICS: NON-TRADITIONAL MEDIA ACTIVITIES
Phase 1: Awareness (Months 1-2) A. Engage in a text promo (please add promo name)

– Forge partnership with Globe (and Smart) – Download through MMS any Philippine tourist spot – For every downloaded MMS, the subscriber will receive information on Project V-12; it will also entitle him to get a control number, which will eventually be raffled off at the end of the promo period – Prizes: Local tour packages, free trips, tour privileges and discounts

A Weber Shandwick Affiliate Company

TACTICS: NON-TRADITIONAL MEDIA ACTIVITIES

Phase 1: Awareness (Month 2) B. Forge partnership with Philippine Airlines • Distribute merchandising materials / collaterals on Project V-12 within the airline’s domestic and international flights;

A Weber Shandwick Affiliate Company

TACTICS: NON-TRADITIONAL MEDIA ACTIVITIES

Phase 2: Advocacy (Month 3-4) C. Arrange and organize a “Balikbayan Month” • For a specific period, all the “Balikbayans” will be given a special treatment in the form of perks and privileges as they visit/ go back to the Philippines; • This is to encourage the balikbayans and other tourists that will enter the country to go home and visit the Philippines within this period.

A Weber Shandwick Affiliate Company

TACTICS: NON-TRADITIONAL MEDIA ACTIVITIES

Phase 2: Advocacy (Month 3-4)
D. Tie-up with “Adopt a Tree” and “La Mesa Dam” projects of ABSCBN

For every tourist, he/she will be have the chance to plant a tree and have the privilege of having the tree named after him/her.; • Tourists will have applicable incentives for the “La Mesa Dam” project. They can have a shirt that says “I’m Dam Good.” or they’re names can be added to a plaque at the site.

A Weber Shandwick Affiliate Company

TACTICS: NON-TRADITIONAL MEDIA ACTIVITIES

Phase 2: Advocacy (Month 4-12, Years 2-5) E. Promote “Pamana ng Bayan” Project • Filipino schoolteachers can impart – on a long-term basis – a familiarity with Philippine culture and a longing to visit RP. • Filipino nurses and caregivers can impart – on a long-term basis – a familiarity with Philippine culture and a longing to visit RP to relatives and friends of their charges.

A Weber Shandwick Affiliate Company

TACTICS: NON-TRADITIONAL MEDIA ACTIVITIES

Phase 3: Amplification (Months 3 – 12) F. Internet-based promotional efforts
• Banner ads within a website: Forge partnerships with websites that are often visited like Hotmail, Yahoo, Department of Tourism, etc. and as soon as the subscriber logs in, an attractive “V-12 banner ad” will emerge on the computer monitor. This banner ad can encourage the viewer to know more about V-12 by highlighting the benefits / prizes / tour packages that a subscriber may avail.
A Weber Shandwick Affiliate Company

TACTICS: NON-TRADITIONAL MEDIA ACTIVITIES

Internet-based promotional efforts (con’td.) Additional publicity/ information: • To create awareness through the different fora like Pinoyexchange.com, Globe’s forum, etc. Post a thread to announce the V-12 program and start a discussion. • To feature RP, cultural USP for the year, and V12 in travel/lifestyle sites like Expedia and Fortune Lifestyles, for example.

A Weber Shandwick Affiliate Company

TACTICS: NON-TRADITIONAL MEDIA ACTIVITIES

Internet-based promotional efforts (con’td.) Additional Publicity/ information through :
1. Sites • Pinoyexchange.com – 89,212 members • Praning.com – 5,712 members • Pinoyforum – 2,354 members • Thepinoyforum.com – 1,531 members • Myglobe.com.ph – 3,963 members • Friendster.com

A Weber Shandwick Affiliate Company

TACTICS: NON-TRADITIONAL MEDIA ACTIVITIES

Internet-based promotional efforts (con’td.) Additional Publicity/ information through :
2. CD-ROMs 3. Interactive multimedia 4. Electronic kiosks in embassies consulates

A Weber Shandwick Affiliate Company

Sign up to vote on this title
UsefulNot useful