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    Ronnie Dane Alonzo
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    The Department of Tourism in the Philippines saw a continuous decrease in tourist arrivals from Hong Kong and Mainland China due to safety and security issues. The task is to create a campaign to regain the tourism market's confidence in the Philippines. The proposed campaign strategy involves renewing China-Philippines ties through international public relations and a media campaign using ads, billboards, documentaries, and social media to promote the Philippines and increase Chinese tourist arrivals by 25% in three years.

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    The Department of Tourism in the Philippines saw a continuous decrease in tourist arrivals from Hong Kong and Mainland China due to safety and security issues. The task is to create a campaign to regain the tourism market's confidence in the Philippines. The proposed campaign strategy involves renewing China-Philippines ties through international public relations and a media campaign using ads, billboards, documentaries, and social media to promote the Philippines and increase Chinese tourist arrivals by 25% in three years.

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    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    11 views8 pages

    Brand Pi Lip in As

    Uploaded by

    Ronnie Dane Alonzo
    The Department of Tourism in the Philippines saw a continuous decrease in tourist arrivals from Hong Kong and Mainland China due to safety and security issues. The task is to create a campaign to regain the tourism market's confidence in the Philippines. The proposed campaign strategy involves renewing China-Philippines ties through international public relations and a media campaign using ads, billboards, documentaries, and social media to promote the Philippines and increase Chinese tourist arrivals by 25% in three years.

    Copyright:

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    of 8

    ronnie dane alonzo

    icom892 naren chitty


    global leader in creating,
    developing and managing
    brand values

    brands as valuable assets

    diverse range of insightful


    thinkers

    broadest geographical
    presence

    the brand as central to


    strategic aims
    department of tourism
    philippines

    failed tourism campaign

    continuous decrease in
    tourist arrivals from
    Hong Kong and
    Mainland China

    safety and security issues

    task:
    create a campaign that will
    regain the tourism market’s
    confidence of the Philippines
    advertising-intensive
    campaign

    massive tourism campaign

    reposition the Philippines as


    the most ideal destination
    for tourism in southeast-asia

    regain tourist confidence

    task
    create a campaign that will
    regain the tourism market’s
    confidence of the Philippines
    campaign strategy

    High
    High
    Visibility Visibility
    Negative
    Valence
    Positive
    Valence

    Low Low
    Visibility Visibility
    Negative Positive
    Valence Valence

    manheim’s strategic IPR


    campaign strategy

    International Public Relations

    High
    High *renewed China-Philippines ties
    Visibility Visibility *China-Philippines military cooperation
    Negative *increased Chinese presence
    Valence
    Positive
    Valence *long historical relations

    Media Campaign

    *60-sec ad spots
    Low Low *billboards
    Visibility Visibility *documentaries featuring
    Negative Positive the Philippines
    Valence Valence
    *social media
    *news agencies

    25% increase in Chinese and


    Hong Kong tourist arrivals in 3 years time
    references

    Department of Tourism-Philiippines (2011), Tourist Arrivals by Country of Residence 2010-2011. Retrieved


    May 18, 2011, from Department of Tourism Philippines:
    http://www.tourism.gov.ph/Downloadable%20Files/feb2011(1).pdf

    Rauhala, E. (2010). Time World News: The Aftermath of Manila's Botched Hostage Crisis. Retrieved May 19,
    2011, from TIME.com: http://www.time.com/time/world/article/0,8599,2013609,00.html

    BBC News (2010). BBC Asia-Pacific: Hong Kong hostages killed in Manila bus siege. Retrieved May 19, 2011,
    from BBC.co.uk: http://www.bbc.co.uk/news/world-asia-pacific-11055015

    Galarpe, K. (2010). ABS-CBN News Online: Pilipinas Kay Ganda Logo lifted from Poland. Retrieved May 20,
    2011, from ABS-CBN.com: http://
    www.abs-cbnnews.com/lifestyle/11/18/10/pilipinas-kay-ganda-logo-lifted-poland-logo

    Uy, J. (2010). The Philippine Daily Inquirer Online: From ‘Wow’ to ‘Pilipinas Kay Ganda’. Retrieved May 20,
    2011, from Inquirer.com: http://
    newsinfo.inquirer.net/inquirerheadlines/nation/view/20101117-303659/From-Wow-to-Pilipinas-Kay-Ganda

    Manheim, J. (1994). “Managing national images”. In Strategic Public Diplomacy & American Foreign Policy”.
    New York: OUP, 125-147.

    Neumeier, M. (2006). The Brand Gap. United States: AIGA.

    Go Global and the Go Global logo has been designed and


    made by the author of this presentation. This company is
    fictional and has been made for the sole purposes of
    icom892.

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