Digital marketers take tourism campaign to next level

Katherine Visconti

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The Internet and Mobile Marketing Association of the Philippines (IMMAP) will launch a social sharing site to help keep the new "It's more fun in the Philippines" campaign thriving

MANILA, Philippines – A digitally savvy marketing group, the Internet and Mobile Marketing Association of the Philippines (IMMAP), will help keep the Department of Tourism’s (DOT) new “It’s more fun in the Philippines” campaign alive and thriving online.

The group will partner with marketing practitioners to launch what it calls a “social sharing site” or a website where Filipinos can share positive content about the country to further the DOTs initiative. The coalition will work together to form the site and create a groundswell of online support for it.  

“One of our thrusts this year is to support tourism,” explained IMMAP Vice-President Paul John Peña, adding that they are looking at getting a lot of their plans getting off the ground by June.  

The goals of the online project are two-fold. First to spread a favorable impression of the Philippines. “If our online reputation is negative, a lot of future guests to be might not come,” he said.

Second is to make sure that positive news has prominence in tourism search parameters, meaning it pops up when potential tourists search online.  

The new site is part of a host of new initiatives that IMMAP is planning for 2012. IMMAP will mount executive round table sessions, a new code of ethics and regulations guidelines and a number of events, including a summit, expo and open mic nights. 

CHEERS. Ramon Jimenez raises his glass at the induction of IMMAP's executive officers and board of directors.

Tourism Secretary Ramon Jimenez, who presided over the induction of the IMMAP’s executive officers and board of directors for 2012, said he supports the website since he knows his new campaign depends on the continued “approval of the people.”

Jimenez explains that while some people may be tiring of the social media campaign, a second swell of participants may take it to the next level. “It’s like a surfer riding a wave and the people who participate next will be even more savvy.” –

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