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ronnie dane alonzoicom892 naren chitty

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g lobal leader in creatin g, developin g and mana g in g

brand values

brands as valuable assets

diverse ran g e of insi g htfulthinkers

broadest g eo g raphicalpresence

the brand as central tostrate g ic aims

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department of tourism

philippines

failed tourism campai g n

continuous decrease intourist arrivals fromHon g Kon g andMainland China

safety and security issues

task:create a campai g n that willre g ain the tourism market¶sconfidence of the Philippines

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advertisin g- intensive

campai g n

massive tourism campai g n

reposition the Philippines as

the most ideal destinationfor tourism in southeast -asia

re g ain tourist confidence

taskcreate a campai g n that willre g ain the tourism market¶sconfidence of the Philippines

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campai g n strate g y

Hig hVisibilityNe g ativeValence

Hig hVisibilityPositive

Valence

LowVisibilityNe g ativeValence

LowVisibilityPositiveValence

manheim¶s strate g ic IPR

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campai g n strate g y

Hig hVisibilityNe g ativeValence

Hig hVisibilityPositive

Valence

LowVisibilityNe g ativeValence

LowVisibilityPositiveValence

International Public Relations

*renewed China -Philippines ties*China -Philippines military cooperation

*increased Chinese presence*lon g historical relations

Media Campai g n

*60 -sec ad spots*billboards

*documentaries featurin g the Philippines

*social media*news a g encies

25% increase in Chinese andHon g Kon g tourist arrivals in 3 years time

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references

Go Global and the Go Global logo has been designed andmade by the author of this presentation. This company is

fictional and has been made for the sole purposes of icom892.

Department of Tourism-Philiippines (2011), Tourist Arrivals by Country of Residence 2010-2011. RetrievedMay 18, 2011, from Department of Tourism Philippines:

http://www.tourism.gov.ph/Downloadable%20Files/feb2011(1).pdf

Rauhala, E. (2010). Time World News: The Aftermath of Manila's Botched Hostage Crisis. Retrieved May 19,2011, from TIME.com: http://www.time.com/time/world/article/0,8599,2013609,00.html

BBC News (2010). BBC Asia-Pacific: Hong Kong hostages killed in Manila bus siege. Retrieved May 19, 2011,from BBC.co.uk: http://www.bbc.co.uk/news/world-asia-pacific-11055015

Galarpe, K. (2010). ABS-CBN News Online: Pilipinas Kay Ganda Logo lifted from Poland. Retrieved May 20,2011, from ABS-CBN.com: http://www.abs-cbnnews.com/lifestyle/11/18/10/pilipinas-kay-ganda-logo-lifted-poland-logo

Uy, J. (2010). The Philippine Daily Inquirer Online: From Wow to Pilipinas Kay Ganda . Retrieved May 20,2011, from Inquirer.com: http://newsinfo.inquirer.net/inquirerheadlines/nation/view/20101117-303659/From-Wow-to-Pilipinas-Kay-Ganda

Manheim, J. (1994). Managing national images . In Strategic Public Diplomacy & American Foreign Policy .New York: OUP, 125-147.

Neumeier, M. (2006). The Brand Gap. United States: AIGA.