2. +
Cebu – the next big thing
Cebu at a glance…
hailed as "the Queen City of the South”
the second most significant metropolitan center in the
Philippines, next to Metro Manila
has been the center of education, culture, commerce and
industry in Central and Southern Philippines
3. +
Why Cebu?
Cebu provides the strongest potential for
tourism, business and investment anywhere in the
Philippines.
a cradle of history
- Cebu is the oldest city in the Philippines
- Cebu brags itself with historical landmarks remnant of a
bygone era
- Strong Spanish influence in architecture, religion, food
4. +
Why Cebu?
Cebu provides the strongest potential for tourism,
business and investment anywhere in the
Philippines.
A venue of arts, entertainment and culture
- Has been the bastion of Catholic faith in the country.
- Hosts the annual Sinulog Festival, one othe Philippines’ grandest
and most-attended religious festivals; dubbed as Asia’s “Mardi
Gras”
- Chosen as the creative hub of the Philippines due to its creative
industries depicting ingenuity and craftsmanship
- Home of the country’s world-class artist-entrepreneurs: Kenneth
Cobonpue, Monique Lhuillier as well as great singers and
entertainers
5. +
Why Cebu?
Cebu provides the strongest potential for
tourism, business and investment anywhere in the
Philippines.
a display of biodiversity and natural wealth
- One of the world’s best dive sites
- Great venue for ecotourism with its pristine beaches, crystal
clear rivers and waterfalls, steep mountain cliffs.
- Home of diverse flora and fauna
6. +
Target Audience Identification
Cebu provides the strongest potential for
tourism, business and investment anywhere in the
Philippines.
An emerging global city with state-of-the art facilities
and infrastructures
- One of the world’s best dive sites
- Great venue for ecotourism with its pristine beaches, crystal
clear rivers and waterfalls, steep mountain cliffs.
-
7. +
Situation Analysis
SWOT Analysis
Strengths
1. culturally appealing - a mixture of Spanish influence and Filipino
distinct culture
2. English is widely spoken – gives foreign tourists and visitors the ease
of communication with locals
3. naturally blessed – home of pristine beaches, water falls, mountain
ranges and forests, best diving spots
4. historically rich – home of old but well-preserved structures and
collections
5. cheap cost of living -
6. dichotomous city
8. +
Situation Analysis
SWOT Analysis
Weaknesses
1. perceptions of terrorist threat – kidnappings going on in Mindanao
affect the perception of of insecurity in Cebu and the Philippines as a
whole
2. global image of the Philippines – news about corruption, political
unrest and poverty makes Cebu and the whole country unappealing to
tourists
3. geographically isolated – Cebu is a part of an archipelago which is
isolated from its neighboring Asian countries; makes it hard for country-
hopping tourists to add the place on its itinerary
4. Low brand recall compared to its neighbors – no identity as a
city, unlike e.g. Bangkok as “exotic and fun”, Singapore are “safe, clean
and modern”
9. +
Situation Analysis
SWOT Analysis
Opportunities
1. global exposure – opportunity to introduce and re-
introduce Cebu to over 70 million expected guests
2. global Filipino support – opportunity to tap Filipino talents
in China to promote and support Cebu’s participation in the
World Expo
3. culturaland investment exchange with visitors and other
participants
4. Strengthen China-Philippines relations
10. +
Situation Analysis
SWOT Analysis
Threats
1. Emergence of new potential growth cities in Asia like
Hanoi, Penang, Langkawi, Guangzhou, etc.
2. tourism potential comparison with ASEAN neighbors
especially on the Indochina region
3. Environmental degradation brought about by urbanization
and development
11. Key Communication Issues /
+
Challenges
Macroeconomic
Global financial crisis – tourists slashing out budgets on
leisure travel
Stiff competition with other ASEAN non-capital countries –
Phuket, Bali, Kota Kinabalu
12. Key Communication Issues /
+
Challenges
Microeconomic
Budget allocation from the Philippine government on tourism
Maintenance of Cebu’s development rate vis-à-vis issues on
peace and order and threats of pollution
13. +
Proposed MPR Campaign
Marketing Communications Objectives
Marketing Objectives
- To increase tourist arrivals in Cebu; while it is the leading
tourist destination in the Philippines, it is still uncompetitive
comparted to its powerhouse ASEAN neighbors
- To invite more foreign investments specifically in the
business process outsourcing sector
- To promote its exported goods and products
- To attract foreign students seeking English education
14. +
Proposed MPR Campaign
Marketing Communications Objectives
Communications Objectives
- To promote Cebu as a prime tourist destination not just in the
Philippines but in Asia
- To combat notions of Cebu as unsafe and not tourist friendly
- To establish Cebu as a profitable investment location in Asia
- To establish Cebu as an Englisg-speaking education haven in
Asia; an alternative to studying in native English speaking
countries
- To increase media coverage domestically and globally;
awareness of Cebu as a prime destination in Asia
15. +
Proposed MPR Campaign
Target Audiences
The Wanderers
1. The eco-wanderers – those seeking adventure with nature
2. The culture adventure-seekers – those who are fascinated
with culture and art of other places
3. The medical tourists – those who seek theraphy and leisure
while travelling
4. The business travellers – those seeking business ventures
and locations
- The wanderers have great consideration with budget
16. +
Proposed MPR Campaign
Target Audiences
Foreign Investors
- Investors who are into business process outsourcing
- Those looking for contact center locations in the Philippines
- Those seeking cheaper yet competitive labor force in Asia
17. +
Proposed MPR Campaign
Target Audiences
The Retiring Soul-searchers
- Foreign nationals aged 50 and up
- Nature-lover; adventure seeker
- Prefers a laidback atmosphere as a place for their retirement
18. +
Proposed MPR Campaign
Target Audiences
The Knowledge Questors
- Students from Asian non-English speaking countries:
Korea, Japan, China - 17 – 22 years old
- Parents of students as well
- looking for affordable but quality English education
19. +
Proposed MPR Campaign
Target Audiences
The Product Seekers
- Companies looking for raw materials for their products
- Marketers who are looking for native products to be
distributed in their countries
- Looking for unique craftsmanship and style
20. +
Proposed MPR Campaign
Target Audiences
Global and Local Media
- Journalists
- Feature writers
- Documentarists
21. +
Proposed MPR Campaign - Tools
Creation of the new Cebu tagline
Objective: in order to give a global identity to Cebu as an emerging
global city with unique and outstanding qualities
Cebu as the “Queen City of the South” is only significant locally, with Cebu
being located south of Manila
Cebu is in the frontier of rapid development:
- Named top emerging outsourcing cities by Businessweek
- Placed eighth on the list of top ten Asian cities of the Future 2007
- Chosen as the first “creative city” in Asia by the British Council
- Consistently ranked as the Philippines’ top tourist and business
destination
22. +
Proposed MPR Campaign - Tools
Creation of the new Cebu tagline
Cebu is a balanced city:
charming mixture of the old and new
an amalgam of the exotic east and modern west
a balance of man-made landmarks and institutions and luscious
greens of forests and sparkling blues of beaches
Rapid economic development and modernization of
infrastructure but focused on rich culture, religion and
tradition
This makes Cebu as an emerging global city with a “soul”
23. +
Proposed MPR Campaign - Tools
Creation of the new Cebu tagline
Cebu as “Asia’s Soulful City” – vibrant, historical, full of
mysticism and charms
- A balanced, dichotomous city: secular and religious, modern
and naturally blessed, old and new, where East meets West
24. +
Proposed MPR Campaign - Tools
Cebu Pavilion
- Consistent with the Philippines’ theme “Displaying Cities”, the Cebu
Pavilion will be a display of the best things of Cebu: (charming mixture
of the old and new, an amalgam of the exotic east and modern west, a
bastion of natural wonders and emerging boom of man-made
infrastructures).
- The pavilion will be an exposition of virtual reality, filled with animation
and video, lights, sounds, water motion displays and flora endemic to
Cebu – a mixture of virtual, natural and man-made structures
- Video and animation will be exhibited on the walls of the
pavilion, showcasing the array of Cebu’s natural beauties and unique
culture
- will present how the country's people are integrating music, art and
performances into Cebu’s urban development
25. +
Proposed MPR Campaign - Tools
Opening and Closing Ceremonies via the
celebration of the Sinulog Festival
Objectives:
- To promote Sinulog Festival as an established must-see festival in Asia
- To launch the Cebu Pavilion in the World Expo; to provide a festive
closing ceremony
Sinulog Festival depicts the historical hand-over of the statue of the Child
Jesus to the first baptized Catholics of Cebu and the Philippines, King
Humabon and Queen Juana; Ms. Jean Harn, currently reigning Ms. Earth
and a proud Cebuana, will be invited to be the Queen Juana of the
Sinulog Festival for the opening ceremonies
Activities for the opening aside from the Sinulog Festival will be: ribbon
cutting together with the Secretary of the Dept. of Tourism and the
Governor of Cebu, selected Shanghai World Expo officials, and the
Philippine ambassador to China; press briefing; cultural presentation
and concert
26. +
Proposed MPR Campaign - Tools
Monthly Cultural and Talent Presentations
Objectives:
- to highlight the rich culture and talent of the people of Cebu through
presentations with songs and dances
- To foster better understanding of the Philippine culture, particularly that of
Cebu
- Activities:
- Musical concerts from Visayan artists who are currently making waves in
Philippine showbusiness: Sheryn Regis (1st Runner- up Voice of Asia Song
Festival, Kazakhstan), Charlie Green (Britain’s Got Talent finalist), Jed Madela
(grand prize winner of the World Championships of Performing Arts in
Hollywood)
- Fashion show of Monique Lhuiller creations (world renowned fashion
designer)
27. +
Proposed MPR Campaign
Travel Cafe
Objectives: to offer the best tour packages to visitors; to bring
to visitors the best of Philippines’ delicacies such as desserts
and drinks
- Located inside the Cebu Pavilion, the café will offer the best
and discounted tour packages to Cebu
- The café will have baristas-cum-tour ambassadors where
guests can inquire about tour destinations and be assisted
with their inquiries over a cup of the best Philippine coffee
and slices of the best Philippine desserts.
- The café will be managed by Travel Café Philippines which
is owned by the Philippine Department of Tourism
28. +
Proposed MPR Campaign
Hilot Centre and Spa
- Objective: to promote medical and leisure theraphy tourism in
the Philippines
- Promotion of “hilot” as a unique therapeutic massage identical to
the Philippines
- To lure visitors to visit the Cebu Pavilion with free hilot massages
and spa treatment
- Following the success of the “hilot” concept in the 2008 Expo in
Zaragosa, Spain and 2005 Aichi World Expo, the hilot centre of
the Philippine Pavilion will be made bigger.
- Spa and facial centre to be managed by Belo Medical Group, the
Philippines’ premiere cosmetic surgery group.
29. +
Proposed MPR Campaign
Partnerships with Philippine travel companies
(airlines, hotels, travel agencies)
Objectives:
- promotion of Philippine flag carriers (Philippine Airlines and
Cebu Pacific Air) as a major player in the airline industry
- Promotion of selected hotels in Cebu providing world-class
yet competitively price travel accomodation
- To entice tourists to consider travelling to Cebu through
tempting travel packages and offers.
30. +
Proposed MPR Campaign
Arts and Crafts Exhibits
Objectives:
- promotion of world-class Cebu products
To establish Cebu as home of the finest and most stylish
furnitures, exhibits of native furnitures, including the
creations of world-renowned Kenneth Cobonpue (who hails
from Cebu) will be exhibited
Some native crafts made from native materials will be
displayed and will be available for sale as well.
31. +
Proposed MPR Campaign
Guided tours for the media/tour operator groups
Objectives:
- Acknowledging the role of media and tour operator groups as agents of
tourism, a guided tour of the pavilion will be conducted and scheduled
A curatorship program will be conducted during the tour to explain
information about Cebu
This will include video presentation, mini-cultural
presentation, forums, and discussions about Cebu
Delegates of the tour will be served with Cebuano cuisines and dishes
To entice tourists to consider travelling to Cebu through tempting travel
packages and offers.
32. +
Proposed MPR Campaign
Press Releases and Press feeds / Media Kits /
Infomaterials
Objectives:
- To tap online and print media to cover stories regarding Cebu’s
participation in the World Expo and other stories relevant to
Cebu as a tourist destination
Weekly press releases will be issued and fed to websites (World
Expo website, Philippine Tourism website, travel and leisure
portals) as well as to major travel and tourist magazines in China
and around the world.
Press kits will be distributed during media tours
Pamphlets and information collaterals (tourist kits) will be
distributed to pavilion guests and visitors
33. +
Proposed MPR Campaign
Ecotourism, Education and Investment
Fairs and Forums
Objectives:
- To advice participants with ecotourism, education and
investment potential of Cebu; to provide assistance on visitors
who are interested to visit Cebu for tourism, education and
investment.
Department of Tourism, together with tour operators in Cebu to
spearhead ecotourism forums and fairs
Department of Education together with Cebu universities and
colleges to organized education forums and fairs
Bureau of Investments together with existing foreign investors to
organize investment forums and fairs
34. +
Proposed MPR Campaign
Suggested topics for forums
Ecotourism:
1. Safety and Security in travelling to Cebu
2. History and Ecotourism
3. Medical Tourism in Cebu
Education:
1. English Language training and education in the Philippines
2. Cebu’s educational environment for foreign students
Investment:
1. Investing in Cebu: experiences of current foreign investors
2. Cebu and its competitive labor force and state-of-the-art facilities and infrastructures
35. +
Proposed MPR Campaign
Partnerships with establishments in Cebu to provide
discounts to tourists
Objectives:
- To tap online and print media to cover stories regarding Cebu’s
participation in the World Expo and other stories relevant to
Cebu as a tourist destination
Discount cards will be given to participants that will give them
percentage-offs on any products and services theywill avail
when they are in Cebu
Participating establishments include salon and spa in
Cebu, shopping malls, beach resorts, among others
Pamphlets and information collaterals (tourist kits) will be
distributed to pavilion guests and visitors
36. +
Campaign Schedule
Partnerships for discounts
Cebu Pavilion
Media tours
Travel Operator tours
Press Releases
Sinulog Opening/Closing Party
Cultural Concerts
Monique Lhuiller fashion show
Ecotourism Forum
Educational Forum
Investment Forum
Arts and Crafts Exhibit
Hilot and Spa Centre
Travel Café and Tour Packages
Press/Tour/Info Kits & Pamphlets
June May June July Aug Sep Oct 36
37. +
Campaign Schedule
Pre-Expo activities:
1. Bidding for the designer and construction firm to work on the design and
construction of the Cebu Pavilion (one year before)
2. Planning and designing; construction and polishing - (six months prior)
3. Press Release updates every quarter before the World Expo
4. Sourcing of vendors and discount partnerships; contracting companies to provide
discounts – (six months prior)
Post-Expo activities:
1.Continous press release feeds up to three months after the World Expo
38. MPR Budget
MRP tools Spending (USD)
Cebu Pavilion
- construction, materials, consultancy, labor 7,000,000
- design, furnishings, interior
- Includes the exhibit hall, hilot and spa centre, and travel cafe
Web and press campaign
- Feature stories of the Cebu Pavilion in different websites 50,000
- banners of other popular websites for 6 months
- Searching engine (such as Yahoo, Google)
- Press Releases and Press Feeds
Guided tours (includes souvenirs and complimentary food) 60,000
Press/Tour/Info Kits, printing materials, brochures,
50,000
souvenirs for participants
39. MPR Budget
Opening and Closing Ceremonies / Sinulog Festival 40,000
Employment of Pavilion Staff and fees for talents 2,500,000
(including travel and accomodation)
Partnerships for tour and service discounts 20,000
Fairs and forums 40,000
Total USD 9,760,000
40. +
Evaluation of MPR Campaign
number of press releases published in newspapers, magazines and
websites (in China, Philippines, and globally)
number of people attending the Grand Opening
Foot traffic in the Pavilion
Foot traffic and sold items in the exhibits
Attendance in concerts, forums and fairs
Number of inquiries received in the travel café, vis-à-vis number of
tour reservations generated
Total number of tourist arrivals in Cebu during and after the World
Expo (up to one year after the closing of the World Expo)
Number of foreign students availing of student visa and enrolling in
Cebu during and after the World Expo (up to one year after the World
Expo)
Number of foreign investments (companies) that entered Cebu
during and after the World Expo
