How We Presented the Philippines to Russian Tourists
Introduce the Philippines to Russian tourists through a TV advertising campaign.
Background
The Department of Tourism (DOT) of the Philippines is a major public office that encourages, promotes, and develops tourism as the country’s main social and economic activity — attracting foreign investment, creating jobs, and extending the benefits of tourism to both the private and public sectors. The client worked with RMAA Group through a communications agency that managed the project across several countries, including Russia.
Goal
Introduce the Philippines to Russian tourists.
Solution
In 2017 the agency representing the Philippines’ tourist brand approached us. The client wanted to grow the brand’s reach and attract a new flow of tourists from Russia to the Philippines.
We proposed a TV advertising campaign. We built a media plan, adapted the creative for Russia, and selected TV channels by similarity index to our target audience — RBC and Discovery Channel.
Results
The right choice of TV channels and broadcast slots let us serve the ads to 90 million people with 50% reach.
