Philippines

DOT gets free exposure on local companies’ ads

DOT gets free exposure on local companies’ ads
By Joyce Ann L. Rocamora

MANILA (Philippines News Agency) — The Department of Tourism (DOT) further strengthens ties with the private sector by the signing of agreements with some local companies to include DoT promotions in their advertisements.

“I’m happy to know that Cebu Pacific and Philippine Airlines (PAL) agreed to make commercials for the Department of Tourism because we really don’t have that much (funds),” Tourism Secretary Bernadette Romulo-Puyat said during the Makati Business Club Annual Meeting on Tuesday.

She said that DoT and Cebu Pacific will specifically launch a campaign focused on the promotion of sustainable tourism.

Both airlines will place the advertisement not only locally but also abroad.

Aside from Cebu Pacific and PAL, Liwayway Marketing Corporation’s Oishi, whose market includes China, has also taken the initiative to partner with the agency on placing Philippine tourism-oriented commercials in Beijing.

“Oishi has agreed to make commercials for us and place it all over China,” Romulo-Puyat said.

Another home-grown company was also tapped for a similar partnership.

Romulo-Puyat said Bench’s owner Ben Chan was supposed to launch a campaign geared towards another country but decided to scrap the concept.

The said commercial will now be showing the beauty of the country, the tourism chief said. (PNA)

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