DOT Taps Youth Market via MTV

The Department of Tourism (DOT) has forged a partnership with MTV Networks to attract young travelers around the world to come and experience the Philippines.

MTV Networks’ new “hip contemporary” global campaign – MTV Revelations – set to be launched in February 2009, features 12 countries: Australia, Canada, China, Hong Kong, Japan, Korea, Malaysia, Philippines, Singapore, Taiwan, U.K. and U.S.A.

MTV Revelations will use a series of TV spots featuring MTV VJs who will talk about their personal experiences in these countries. In addition, a variety of web activities, which include MTV's Music Mixer and MTV Video Widgets, synergized with local relevance, will reflect the different style, culture and tone of each country.

The partnership was announced by DOT Secretary Ace Durano and Bill Roedy, Chairman and Chief Executive Officer of MTV Networks International during the World Travel Market held last November 10 -14 at ExCel London.

According to Sec. Durano, as stated in his interview with the press, the partnership is a “strategic fit” because it will enable the Department to reach out to the youth who enjoys a higher disposable income as well as being the most avid travelers of today. "MTV know its demographic best. Its VJs and onscreen personalities, for instance, have the credibility to reach out to the same youth market we are targeting. “Mr. Durano adds.

On the other hand, Mr. Roedy said, “We are delighted that through the international reach of MTV, they can work with the DOT to promote the Philippines to such a targeted youth audience across so many countries."

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Kasal.com thanks the following sources for this article:

PR Newswire.com Philippines Department of Tourism Partners with MTV Networks for 2009 Global Campaign (Posted November 10, 2008) Retrieved December 1, 2008
http://news.prnewswire.com/DisplayReleaseContent.aspx?ACCT=ind_focus.story&STORY=/www/story/11-10-2008/0004922183&EDATE
Re-posted (November 12, 2008) by Examiner National at
http://www.examiner.com/p-258752~Philippines_Department_of_Tourism_Partners_with_MTV_Networks_for_2009_Global_Campaign.html

Hein, Kenneth. Brandweek. Philippines Tourism Taps MTV (Posted November 12, 2008) Retrieved December 1, 2008
http://www.brandweek.com/bw/content_display/news-and-features/automotive-travel/e3i4e32a4ca5b3c4e13a34805507a0f0f70
Re-posted (November 12, 2008) by AdWeek at
http://www.adweek.com/aw/content_display/news/account-activity/e3ibfc872c5b952c69b5dfd350149e0f42f