TAYO NA FIRST PLACE PUTANGINA NILA!!!

Strategic Idea: The Philippines, reliving every experience with every new friend Creative Idea: One country, infinite possibilities.

IMC Programs First Phase: Curiosity Phase Viral campaign Its Possible o Foreigners acting out Filipino traditions. o Foreigners are in the province. o Foreigners enjoying what Filipinos normally do for leisure/free time. o Foreigners asking alam mo ba to? o Foreigners saying parang gusto ko to? Essence of the Campaign: We want to emphasize the infinite possibilities that can be done in the Philippines with foreigners. This will be the viral campaign that features foreigners doing Filipino traditions and activities and ending it with the tagline its possible. The purpose for this viral campaign is to spark curiosity and awareness that there is a market for a growing trend of foreigners enjoying the Filipino culture. We want to remove the idea that inviting foreigners over to the Philippines is a task or obligation by the OFWs as a way of giving back to the country. We want to show the great possibilities of what things could happen in the Philippines especially with guests that are closely known by OFWs. Second Phase: Awareness and Action Phase Action Plan to push the OFWs to invite foreigners to the Philippines o Incentivize their referrals with free air mileage. This is a way for the Department of Tourism in coordination with Airline companies to give back to the efforts of our OFWs. This is a reward system that will prove to be quite useful for the OFWs. This is also used to stimulate repeat visits and increase our rather negative reputation with tourism/travel. Advertising Campaign: the Infinite Possibilities o Tandem ambassador both Filipino and foreigner Promote the foreigners developed trust with Filipinos Filipinos: Ive stayed for so long in their place, now its time for me to show them my place. Giving back to the foreign friends who have been supportive with them.

Series of ad campaigns showing the two ambassadors in adventurous activities and also Filipino activities. Boss-worker relationships Co-workers Neighbors and close friends New family Best friends and groups

This is to establish a closer relationship with OFWs and their newly built relationships with foreigners. Foreigners, as supported by our survey and online research, prefer to have proof of their destination in the forms of photos and videos. Another finding here is the amount of trust of foreigners with OFWs. Filipinos overseas are among of the most trusted workers in foreign countries. With this finding, the word of mouth method of promotions will prove to be effective when inviting foreigners to our country. But in order to persuade the OFWs to invite the foreigners, we are using the campaign as a method of them enjoying the Philippines in a whole new perspective. Quite honestly, the Philippines has few things to offer to OFWs that they havent seen or experienced especially considering that they already work and live in more advanced countries. So what we will be using is what they usually loved while they were here in the country. By utilizing old but memorable experiences, Filipinos would be quick to recognize all of these and this will induce a nostalgic sensation. But there is a twist here. We want to show that every memorable experience they had could be relived in countless ways because experience is not about doing those activities but it is the people you spent it with. Every new friend and family you spend your vacation, celebrate a fiesta or go to a trip with, will enable you to experience something different every time. It is in this essence that we want to show how important relationships are for both foreigners and OFWs and how valuable trust is especially in their work.

Third Phase: Activation Record Philippines: Capture the Infinite Moments This will be the main interactive competition open to all Overseas Filipino Workers and their foreign friends and family. The objective of this competition is to rediscovery the wonders of the Philippines that the OFWs have loved before and re-experience it in a whole way with their foreign friends. It will be a video documentation contest where the OFW and their friend/s or family are partaking in an activity which must be performed within Philippine boundaries. Mechanics: The OFW must record an activity done in the Philippines with their foreign friend/s and must explain within the video how different and unique the experience is when done with foreigners.

The video clip must be 2-4 minutes long and must capture the infinite possibilities that can be done in the Philippines. Videos with the craziest or adventurous activity with foreigners and the best explanations will be chosen as the winner and will be recognized and rewarded during the culminating event of Record Philippines. The competition will start from October 2012 until December 2012 and videos must be uploaded through the official website of Record Philippines or through the official Youtube Channel of Record Philippines to be officially registered to the competition. The board will screen the videos and the top 150 videos will have the world vote for the best adventure in the Philippines by liking in Youtube and Facebook, and sharing through social networking sites. The shares and likes will be accumulated to determine the best video entry of Record Philippines. Objectives: To encourage OFWs to invite their foreign friends over to the Philippines and enjoy what the country has to offer by showing how enjoyable it could be to have adventures with their new friends. To promote camaraderie between OFWs and foreigners by working together and enjoying the Philippines and to develop trust and friendship by accommodating foreign friends and families in the Philippines To promote the Philippines as a country full of unimaginable adventures and countless experiences through the event of turning a Filipino tradition into something fun and refreshing by spending it with a new friends from other countries. To increase the awareness of the Philippines to tourists and make it a reputable destination for vacations and gatherings. Culminating Event of Record Philippines The culminating event will be held March 2013 after a one-month screening of the video entries. All of the qualified and selected top videos will be made into a video montage to celebrate the memorable experiences of our OFWs and their foreign friends. The video montage will further emphasize and celebrate the infinite opportunities that can be found in the Philippines. The event will start off with beloved locally relevant and internationally renowned artists and performers as a grand opening to Record Philippines. The event will show the history of the whole campaign from beginning until the current state of the campaign. After this, performance of several artists and performers will commence to commemorate the special night. The video montage will be played wherein it will be made up of selected videos that showed the Philippines as having infinite possibilities. At the end of the video montage, the winning video entry will be played for everyone to see and appreciate. Then after, the winning contestant will be rewarded on

stage with a full expense-paid trip good for 5 (including the foreign friend/s) to five top Philippine destinations of their choice with cash allowance worth 150,000 Philippine pesos.

a. Advertising a. Placement in Mabuhay magazine b. TFC and GMA Pinoy TV c. Immigration Cards b. PR c. Digital a. Facebook b. Twitter