MEDIA RELEASE

March 2011

DOT ties up with Smart & Perceptions for domestic tourism

campaign

The Department of Tourism (DOT) recently formalized its partnership with

SMART Communications, Inc., and Perceptions, Inc., to execute the DOT’s
domestic tourism advocacy program with a tagline “Pilipinas, Tara Na!” A
sequel of the local tourism campaign dubbed as “Tara Na, Biyahe Tayo”
that was launched several years ago, the new one will focus on historico-
cultural, adventure, ecotourism, and nature destinations.

(Third from left) DOT Secretary Alberto A. Lim and SMART Wireless Chief
Advisor Orlando B. Vea present the mock-up of a customized SIM for the
Department of Tourism in a ceremony formalizing their partnership for the
domestic tourism advocacy campaign “Pilipinas, Tara Na!” With them are
(from left) DOT Undersecretary Daniel G. Corpuz, DOT Domestic Tourism
Promotions Director Cynthia C. Lazo, Perceptions, Inc. CEO Renato E. Nieva
and SMART Wireless Consumer Division Head Danilo J. Mojica).
“The idea is to bring tourism to various destinations in the country and
substantially contribute to their local economies,” conveyed Secretary
Alberto A. Lim.

“With this domestic tourism advocacy program, we hope to exceed 2009’s

record of 23 million domestic travellers1 and equitably distribute the
benefits of tourism to the provinces,” said Tourism Undersecretary for
Planning and Promotions Daniel G. Corpuz.

SMART will sponsor the production of a TV commercial with the

corresponding airtime and an MTV. The 30-seconder TV commercial that
will be produced, presents a renowned talent, with a melange of
destinations unravelling on screen. The music video, a remake of Biyahe
Tayo MTV, including new destinations, is being conceptualized and
developed by Perceptions, Inc. (PI) with the production cost to be
shouldered by SMART. As of press time, 41 popular performers have
pledged support to donate their time and talent for the new campaign.

Smart will also provide an information technology system called the

Infoboard. Tourists can benefit from information delivered right into their
mobile phones. The set-up is even strengthened with customized DOT
SIMs. The DOT Infoboard is a web-based solution that offers various SMS
facilities with different functions and capabilities catering to the needs of
DOT community. Tourists including domestic travellers can receive SMS
announcement and advisories. On the other hand, DOT accredited
partners can benefit by getting compliance and guideline information
through the handsets. Not only this, the solution presents customized
features specially created for DOT—700 DOT (368). Through this online
facility, the DOT can also conduct polls and surveys and obtain real-time
results.

1
2009 Household Survey on Domestic Visitors conducted by the DOT and the National
Statistics Office
On the other hand, Perceptions, Inc., in addition to the updated music
video, will conduct PR and marketing promotions, launch advertorials
featuring celebrities as endorsers in major publications, and amplify the
campaign through online activities in Facebook, Twitter, and YouTube also
at no cost to the DOT.

The Department continues to seek private institutions willing to join its

advocacy program in support of domestic tourism and at the same time,
provide support to its regional offices and local government units in
enhancing its festivals and tourism-related special events for the coming
summer.

***

Contact:
EVELYN A. MACAYAYONG
Office of Tourism Information
525-18-05

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