DOT Uses Bus and Taxi Ads to Promote Philippines in London

If Out-Of-Home Media is the second top awareness builder here in the Philippines (next to TV), imagine how it ranks in the City of London where most people are pedestrians and are highly engaged by posters, bus ads, and Tube cards.

For this reason, Tourism Secretary Ramon Jimenez, instructed sales and promotions officer of the Department of Tourism at the Philippine embassy in London, Richard de Villa, to implement a massive outdoor campaign which employed 25 London buses and 110 black taxis for the entire duration of 2015.  The strategy used for “Visit the Philippines Year 2015” is very sound given that most high street retail brands also employ OOH for their launches.

Over the past few years, the UK has been the highest source of tourism arrivals from Europe.  Last year, the UK registered one of the highest growth rates.

The branding featured multiple Philippine destinations: Vigan, Banaue, Siargao, Boracay, Palawan, Cagayan de Oro, Albay, Bohol and Davao. It was the largest outdoor advertising effort initiated by the country in London so far.

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