CHALLENGE
The Philippines is famous for its breathtaking landscapes, but its world-class infrastructure and unmistakable Filipino brand of service excellence that make it an ideal M.I.C.E. (Meetings, Incentives, Conventions, Exhibitions) destination are often overlooked. The Tourism Promotions Board seized this opportunity to launch the M.I.C.E. Philippines brand at M.I.C.E.CON 2024 in Clark, Pampanga.
SOLUTION
The campaign began by fostering pride in place and culture through a Social Media Countdown on Meta platforms, sparking excitement for M.I.C.E.CON 2024. This was followed by a M.I.C.E. Philippines Press Conference, attended by over 80 media partners, laying the groundwork for the brand launch. The grand finale took place on the M.I.C.E.CON stage, with a powerful 10-minute Opening Presentation featuring local talent and unveiling the new message: M.I.C.E. Philippines: We Take Your Business to Heart. The presentation resonated with the 800 professionals and leaders present, making it one of TPB’s most moving presentations to date.
IMPACT
Through a vibrant campaign crafted with heart and executed with extraordinary expertise, the Tourism Promotions Board continues to prove that the Philippines is a nation of boundless growth - one worthy of international recognition as it heralds an exciting new era of M.I.C.E.
- Php 97.2 million total media values VS. Php 80 million KPI
- 542 total media pick-ups
- 7.5% Instagram ER VS. 2.7% benchmark
- 208% KOL Success Rate