DOT unveils new campaign and TV advertisement
“When you’re with Filipinos, life is better.” This is the message behind the Department of Tourism’s (DOT) latest campaign launched during the celebration of Philippine Independence Day on June 12.
The advertisement, which lasts for 60 seconds, captures the unique experiences of a Japanese retiree named M. Uchimura who went to a few of the country’s best tourist spots.
Called “Sights”, the video shows Uchimura island hopping through Pangasinan’s Hundred Islands, dancing with the locals on top of the Banaue Rice Terraces in Ifugao, riding an ATV through the Paoay Sand Dunes in Ilocos Norte, and enjoying a snack along one of the restaurants at Calle Crisologo in Vigan, Ilocos Sur.
“Here, you don’t have to see the sun to discover radiance; you don’t have to see colors to experience vibrance; you don’t have to see smiles to know you are safe; you don’t have to see to feel you are home,” says Uchimura in a voice over.
Towards the end of the video, it is revealed that Uchimura is actually blind when he pulls out a walking stick to navigate Calle Crisologo.
DOT Secretary Wanda Teo said “We are shifting our focus in our promotional campaigns towards the unique experiences that each destination could offer: Filipino hospitality and security.”
“The basic element of “fun” remains, as it is truly the Filipinos who make the total tourism experience fulfilling and memorable. The heart and essence of the tourism thrust is the people,” she added.
“Sights” is the second of a series of advertisements that DOT will roll out in the coming months and will be shown international television channels and road shows of the department.
Source: Department of Tourism Official Facebook Page, Manila Times, CNN Philippines, Rappler, BusinessMirror
