WOW Philippines E-Newsletter - November 2008

It has been highly successful year for Philippines Tourism, with an astounding 18.2 percent growth rate of tourists from the United Kingdom who visited the country from January until July. This trend will see tourism arrivals from the UK breach the 90,000 mark by the end of 2008. The quantity and quality of new sales and promotions programs are the main reasons for this increase.

The continuous organization of innovative promotional programs and participation in trade exhibitions pursued by the PDOT ensure that Philippines tourism is an aggressive force in the UK.

We wish to thank you all for your enduring support in promoting the Philippines!

In this issue:

  Major Programs of DOT London

Major Programs of DOT London


Trade Shows and Travel Fairs

The first quarter of 2008 saw PDOT London promoting new tour packages in several travel shows held in the UK and Ireland, such as the Holiday and Travel Shows held in Manchester, Glasgow and Dublin followed by the Destinations Show in London.

Afterwards, PDOT attended the Dive Shows in London and Birmingham showcasing the best underwater attractions the Philippines has to offer to the UK market.

Finally, the year is capped with attendance to the annual World Travel Market. The Philippines??? participation at WTM is its biggest this year with the booth size of 145 square metres allowing for the participation of 18 exhibiting private sectors companies.

Birdwatching Campaign

In time for WTM this year, PDOT will be officially launching its Philippines Birdwatching Campaign. ???A dinner reception will be held on 11 November 2008 to mark the occasion. During the event, there will also be the launch of the Birdwatching in the Philippines Vol. 1 Guidebook???, explains Mr. Enerio. As part of the kickoff promotion, Birdwatching in the Philippines will be prominently advertised from in both the Sunday and Daily Telegraph. The campaign will also feature on 25 London Double Decker Buses plying key routes in the capital. In addition, PDOT intends to enter an alliance with the Wildfowl and Wetlands Trusts and aims to cooperate with birding associations nationwide in time for its participation in Birdfair 2009.

Dive Campaign

PDOT London continues to boost its dive promotions campaign through the renewal of its official partnership with the British Sub Aqua Club (BSAC), the world???s largest dive club and the scuba diving authority in the United Kingdom.

The ongoing three-year partnership with (BSAC) is resulting in unprecedented publicities for Philippine diving in the UK. Last year???s BSAC-supported familiarization trip to Bohol generated publicities amounting to more than ??300,000.00. This year???s BSAC familiarization trip was conducted in Puerto Galera with publicities set to breach last year???s record.

Media Exposure

2008 proved to be a highly-productive season for publicity on Philippine tourism, with more than 20 positive features by some of the most prestigious newspapers and television programs in the United Kingdom.

The Philippines was a constant mainstay throughout the year in the most widely read newspapers in the UK featuring spectacular destinations in the Philippines, renowned festivals, and even spa breaks in the country.

Moreover, lengthy articles and advertorials kept appearing in distinguished magazines like National Geographic Traveller, Luxury World Travel and Motoring and Leisure. These magazines have a readership reaching two million AB1 prospective travellers.

Publicity about the country did not stop with newspapers and magazines. In February, the world-famous ???dancing inmates??? of Cebu were featured on a TV show on Channel 5. Amazingly, the Philippines brand campaign even scored in the playing fields of popular sports such as football and tennis. The country was featured as a tourist destination during the football international friendly match between England and Trinidad and Tobago and the Women???s International Tennis Championship in Eastbourne last June. Finally, the ???Hilot???, a specific type of massage in the Philippines was showcased last August on BBC World by Michelle Jana Chan.

Tour Operator Partnership Programs

PDOT London continues to generate business opportunities for friends in the industry who feature the Philippines. The tourism office maintains its offer to produce flyers on behalf of qualified travel trade partners selling Philippine packages. These flyers are used in mailers and distributed in all trade shows and consumer exhibitions where PDOT London participates. Online versions of these flyers are also available on the WOW Philippines UK website ready for download. Additionally, these tour operators are showcased on the website on the partner links page with their logo and link displayed.

Moreover, a number of these tour operators are also featured in the tip-up seats of the 58 London taxi cabs featuring the Philippines advertising campaign.

Internet Promotions

The WOW Philippines UK website is designed as a one-stop vehicle containing information on tourism attractions and destinations in the country. The website is filled with valuable features like a flight search engine, a request for brochures and pictures functionality and a monthly e-newsletter among others.

A number of new features this year include the Press Centre page, allowing consumers and media visitors to browse previous articles of the e-newsletters, tourism arrival statistics, and current press releases. Another innovative feature enables users to watch Philippine promotional tourism videos and even request for hard copies of these.

Additionally, PDOT London utilizes a Site Engine Optimization strategy to drive visitors to the website as well as an online advertising campaign to increase the popularity of the website.

London Taxi Promotions Campaign

Launched in 2005, the London Taxi Promotions Campaign continues to be one of the most consistent and successful promotional programs of the PDOT London. Its visual presence in the streets of London generates great awareness and demand for Philippine tourism packages.

This year, the 58 Philippine taxis in London will be sporting a brand new design featuring the latest Philippines Branding Campaigns. Even the tip-up seats inside the taxi cabs will be showcasing the latest Philippine packages from UK tour operator partners.

Meanwhile, the PDOT has renewed its contract with London Heritage Travel for another year as part of promoting the WOW Philippines tourism campaign on the iconic London Routemaster Double Decker buses.

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