The Philippine Department of Tourism (PDOT) London has just launched its Twin-Centre Destination Program with Singapore Airlines offering a premium tourist product combining a dynamic city break with a fantastic beach holiday. PDOT London and Singapore Airlines have chosen to launch its campaign on the First Stop Singapore Platform developed by Digital Spring.
The First Stop Singapore platform (https://www.firststopsingapore.com) was developed to promote the numerous attractions of Singapore before going on to the Next Stop/final destination for travellers to continue their holiday after a short city break in Singapore. For five weeks from 4 July – 17 August, the Philippines will be the featured destination on the platform.
The plan for the Philippines involves highlighting its “best of” series, covering the best dives, best islands and beaches, best food and lifestyle as well as holiday packages. This taps into the target markets of promotions for the Philippines in tandem with the four destinations in the country that Singapore Airlines currently flies to, namely Manila, Kalibo (Boracay), Cebu and Davao. The page will remain indefinitely as a resource for interested travellers.
The Next Stop Philippines page will also feature a competition during the run of the campaign with Singapore Airlines and Shangri-la sponsoring full international flights and accommodation in Boracay and Cebu during the Philippines month.
The campaign is set to be promoted on multiple platforms targeting key traveller markets including the Mail Online, PADI, Trip Advisor, Kayak and Digital Spring’s own wildlife portfolio. The campaign is set to reach an audience of over 700,000 with 1 million impressions.
In preparation for the campaign, PDOT London, Singapore Airlines and Shangri-la resorts invited 10 UK tour operators to a familiarization trip to Boracay, Cebu and Singapore last June to experience first-hand the products that will be featured. They were also encouraged to develop multi-centre packages and itineraries. Participants included Trailfinders, Emerald Travel, Travel Nation, Jetset Flights, Goldmedal, Travel Counsellors, Premiere Travel and Black Tomato.
Tour operators who have participated in the familiarization trip all had great things to say about the destination and the campaign.
Anna Majka of Emerald Travel had this to say: “Philippines fam trip was amazing, very well organized and I am so happy I had a chance to see Boracay and Cebu. Philippines is such an amazing place. I have never seen such clear waters. It’s paradise on Earth.I will definitely go back there to explore more beautiful places. For now is time to sell and promote this wonderful part of the world. I am working on Philippines campaign which goes live next week, fingers crossed it goes well and we get loads of bookings."
Liz Harvey of Travel Counsellors said, “we were given a very warm welcome in every way by the Philippine people, when you go away you need smiles and they gave them in bucket fulls. The staff at both Shangri-la properties were exceptional and I saw no poor service anywhere.”
The number of visitors to the Philippines has been growing in unprecedented arrivals in 2016. Visitor figures from the UK in March grew by 24.68% with the total January – March arrivals growing at 22.53% amounting to 49,097 tourists. The global growth rate for the Philippines for the first quarter was 15.12%. This campaign will be another key activity that will encourage more interested parties to visit the destination.
For more information, please contact:
Department of Tourism
2nd Floor, 10-11 Suffolk Street
Telephone: +44 (0) 207 321 0668