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Global Youth Travel Campaign

Philippines Department of Tourism partners with MTV

eTN Staff Writer  Nov 11, 2008

LONDON, HONG KONG and SINGAPORE - With an eye on the growing market of youth adventure travelers, the Philippines Department of Tourism (PDOT) partnered with MTV Networks for a "hip, contemporary" global campaign - MTV Revelations, to promote Philippines as a destination for young adults and music lovers.

MTV Revelations is being created for twelve markets: Australia, Canada, China, Hong Kong, Japan, Korea, Malaysia, Philippines, Singapore, Taiwan, UK, and the USA, enabling millions of young adults worldwide to discover the "Awesome Philippines" through the eyes of MTV. The highly-visual MTV Revelation to be launched in February 2009, will underscore a series of TV spots featuring MTV VJs from different countries talking about their personal experiences in the Philippines in a fun and fresh way. The campaign will change the way youths view the Philippines.

The partnership was announced during a meet and greet reception between Bill Roedy, chairman and CEO of MTV Networks International and Philippines tourism secretary Joseph 'Ace' Durano at the Philippines Tourism stand at the annual international travel trade show, World Travel Market held in London.

"MTV is the brand most synonymous with youth - youth culture, music, lifestyle, and travel - globally. With our expertise in creating compelling content and our natural association with a young audience, we are best placed to enhance the Philippines' image as the number one destination amongst youth," said Mr. Roedy. "We're delighted that with our international reach, we can work with the DOT to promote the Philippines to such a targeted youth audience across so many countries."

"MTV knows its demographics best. Its VJs and onscreen personalities, for instance, have the credibility to reach out to the same youth market we are targeting. The partnership is a strategic fit and ensures continuity of demand as 70 percent of the Philippines' tourist mix comes from the youth travelers," said tourism secretary Joseph 'Ace' Durano.

"With research identifying the 18-34 demographic as enjoying a higher disposable income, as well as being the most avid travelers of today, the entire global tourism industry has been reassessing the way in which it communicates to this very lucrative segment," commented Kevin Razvi, EVP and managing director of VBSI. "We are happy that PDOT sees the value in us as we are the only media brand delivering all encompassing experience to youth across multi platforms."

Amit Jain, EVP and managing director of MTV Networks India, China, and South East Asia added, "MTV Networks has a strong brand and excellent reach in Tourism Philippines' priority markets. With customized content delivered by MTV's iconic VJ's, we have another winner here - one that will deliver credible results for PDOT and create engaging and relevant content across twelve different markets."

The MTV Revelations campaign includes a series of TV vignettes featuring MTV VJs' personal stories and experiences in the Philippines as well as a variety of web activities synergized with local relevance to reflect the different style, culture, and tone of each market. This strategy combines MTV's successful localization efforts to be more bespoke on air and online.

Apart from the on air component, the online elements enhancing the campaign will include MTV's Music Mixer and MTV Video Widgets on, playing a prominent role in personalizing the Philippines experience and a direct link to PDOT websites. In addition, the mini-site will host a Best Kept Secret contest, asking viewers to submit their best kept personal experience with the Philippines. Lucky winners will stand a chance to win a trip to the Philippines.

Philippines Department of Tourism partners with MTV
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