SUMMARY
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MANILA, Philippines – The Department of Tourism will launch on Friday, January 6, a new social media-fueled campaign aimed at luring 10 million tourists into the country by 2016.
Secretary Ramon “Mon” Jimenez will unveil the much-awaited campaign at 10 am Friday.
Jimenez sat down with Rappler on Wednesday, January 4, to outline the campaign that relies heavily on online platforms.
“This is not your usual campaign that we launch with a toast and firecrackers. This is, in a very real sense, the people’s campaign,” Jimenez told us.
In a bold move, the Department of Tourism (DOT) trades in traditional forms that past campaigns have used — such as television commercials — for a more modern, more interactive approach. – Rappler.com
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