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DOT wants more money for promotional materials

/ 10:44 PM August 27, 2012

The Department of Tourism (DOT) is seeking an additional P500 million from Congress for “more aggressive” promotional materials to help further boost tourist traffic into the country by yearend.

If Congress approves the additional fund by October, the tourism agency would be able to launch new campaigns in time for the winter season in other countries, according to David Corpuz, undersecretary for tourism planning and promotions.

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“The DOT is prepared to come up with a more aggressive campaign pushing its new brand, It’s More Fun in the Philippines, which will require us to set aside some P500 to P600 million,” said Corpuz in a speech at a recent travel exhibit.

In an interview, he explained that the budget will cover the production of audio visual materials, print ads and television commercials—both regional and country-specific in nature.

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Early this year, the DOT released a 30-second TV ad carrying the new campaign aired on media giant CNN as part of the DOT’s bid to draw 10 million tourist arrivals by 2016. The DOT paid P63 million for 2,933 spots on CNN.

Corpuz said it was also important that the DOT produced promotional materials that would capture major markets that don’t speak or understand English. Jocelyn R. Uy

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TAGS: Advertising, Congress, DOT, Global Nation, Government, It’s More Fun in the Philippines, Philippines, Tourism
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