Like Chickenjoy: Fast-food chain to help tourism dep’t sell PH
When he was appointed tourism secretary, advertising executive Ramon Jimenez said the Philippines would be as easy to sell as Jollibee’s Chickenjoy.
The tourism chief has brought that assertion a step further by signing on the popular fast-food chain as an official partner in the government’s “It’s More Fun in the Philippines” campaign.
“Jollibee is one of the country’s most iconic brands, which have helped define the FIlipino way of life and culture… Jollibee is an absolute symbol of a happy successful Filipino,” said Jimenez at the signing of a memorandum of agreement between the Department of Tourism (DOT) and Jollibee Foods Corp. on Thursday.
As one of DOT’s official campaign partners, the fast-food giant will promote tourism in the country through initiatives that highlight the reasons why domestic and foreign travelers alike should visit or take a trip around the Philippines.
Under the agreement, Jollibee will designate a strategic section in selected branches for tourist information maps to be provided by the DOT, and participate in major Philippine festivals.
Jollibee Phil. president Jose Minana said the campaign will start with Jollibee’s more than 200 outlets nationwide which will all double as tourist information centers. Eventually, this could be expanded to include the chain’s stores overseas.
“We are proud to be given this opportunity to work for our country through the DOT. Personally, I believe that what keeps us consistently on top is also what sets the Filipinos apart from the rest of the world. And just like the DOT we at Jollibee also believe that the Filipino is our country’s best asset,” Minana said.
Jollibee is a former client of Jimenez who invoked the fast-food giant’s widely popular chicken product when he was presented to the media shortly after his appointment last year.
Private sector partnerships
“This is the just the first in a series of partnerships we hope to forge with the private sector. But I’m not surprised at all that it should begin with Jollibee. It’s one of the fun brands in the world, a Filipino brand. It’s probably very auspicious that private sector participation should begin this way with Jollibee,” Jimenez said.
He said Jollibee’s wide network of stores across the country can help the DOT in amplifying the government’s tourism initiatives.
“With a brand close to the hearts of Pinoys supporting the campaign, we hope to encourage more people to take an active role and be part of this exciting and fun endeavor for the tourism industry,” he said.
Jollibee will also explore the possibility of offering discounts to foreign tourists and overseas Filipino workers.
Jollibee is also set to launch the Happy Filipino website, which will feature fun facts about the Philippines.
The website will carry the two-part videos of YouTube sensation Bogart the Explorer titled “The Happy Filipino,” where he is seen touring a foreign guest around the Philippines and showcasing the Filipinos’ jolly nature.
Travelers will also get a chance to go around the country via the launch of a video-making contest.
