Communication Plan For The Dept. of Tourism's Wow Philippines Campaign

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PROPOSED COMMUNICATION PLAN FOR THE DEPARTMENT

OF TOURISM
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.
Strategies
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.
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.
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.
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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
“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
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

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
• 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
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.
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.
Phase 3: Amplification (Month 2-12)

D. Feature in News and other programs
o BSMG can arrange for a special feature on DOT’s V-12 program;

Tourism Sec. Richard Gordon to talk about V-12’s history, how this
can contribute in the country’s tourism and economic recovery; etc.
o 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.
o BSMG can arrange with newsprograms, anchorpersons to casually

mention V12 in the show.
o 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
Proposed TV programs:
• Magandang Umaga Bayan
• Pipol
• Travel Time
• Isla
• Lakbay TV
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)
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

B. Forge partnership with Philippine Airlines
• Distribute merchandising materials / collaterals on Project V-12

within the airline’s domestic and international flights;
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.
Phase 2: Advocacy (Month 3-4)

D. Tie-uup with “Adopt a Tree” and “La Mesa Dam” projects of ABS-CBN
• 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 “La Mesa Dam” project.
A shirt saying they’re “I’m Dam Good.”, for instance or they’re
names can be added to plaque at the site.
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.
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.
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.
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
2. CD-ROMs
3. Interactive multimedia
4. Electronic kiosks in embassies consulates

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PROPOSED COMMUNICATION PLAN FOR THE DEPARTMENT

2. To encourage the Filipinos to help promote tourism and to exceed tourist

b. International: Awareness and publicity campaigns for countries with strong

2. Develop Unique Selling Point (USP) for Year 1:

• Identify unique aspect of Philippine culture that has a mass-following

• Volunteer 12 is an opportunity for all Filipinos to have a

– Filipinos have been bludgeoned by years of negative

“Maraming trabaho kapag maraming turista”

Tactics: Traditional Media Activities

Phase 1: Awareness (Month 1)

• A Press Conference, with Tourism Secretary Richard Gordon and

Phase 1: Awareness (Month 1)

• Major broadsheets: Philippine Daily Inquirer, Philippine Star, and

• Local newspapers: Sunstar or Freeman in Cebu and Davao, and

• Half-page, full color, weekend placements

• Proposed Advertorial slants: Educating the market on the

Information about V-12, how one can become a tourism volunteer,

Tourism Secretary Richard Gordon: Appealing to the Filipino’s

Call-to-action portion, which will immediately encourage the reader

Phase 2: Advocacy (Month 2)

• BSMG to organize and coordinate meetings and round table

Proposed Media Interviews:

Key writers/columnists will be identified in the following segments: News,

Phase 3: Amplification (Month 2-12)

o BSMG can arrange for a special feature on DOT’s V-12 program;

o BSMG can arrange with newsprograms, anchorpersons to casually

o BSMG can arrange for common programs, sitcoms), and dramas to

Phase 3: Amplification (Month 3-12)

Awareness (Months 3-4)

• International awareness program of arnis and knife-fighting

Tactics: Non-Traditional Media Activities

Phase 1: Awareness (Months 1-2)

– Forge partnership with Globe (and Smart)

Phase 1: Awareness (Month 2)

• Distribute merchandising materials / collaterals on Project V-12

Phase 2: Advocacy (Month 3-4)

• For a specific period, all the “Balikbayans” will be given a special

• This is to encourage the balikbayans and other tourists that will

Phase 2: Advocacy (Month 3-4)

Phase 2: Advocacy (Month 4-12, Years 2-5)

• Filipino schoolteachers can impart – on a long-term basis – a familiarity

Phase 3: Amplification (Months 3 – 12)

• Banner ads within a website: Forge partnerships with websites that

Additional Publicity/ information:

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