the department of tourism of the philippinjes just launched its new tourism advertising campaign, “it’s more fun in the philippines”. it’s a great tourism ad campaign and we have seen it’s execution in tv ads somewhat when ads were aired at CNN when the news network featured the philippines just a few weeks ago. how good are those ads aired at CNN? that will be for another topic.
one of advertising 101 principles is recency and relevance. this is pretty basic – for an ad to work you need it to talk to the audience of today. it does not matter what the age of the target audience is, the ad needs to feel, look and contain advertising promises and execution that says to the audience, the product being advertised exist right now and is talking to them right now.
just yesterday is one such event – jessica sanchez, the filipina-mexican-american 16 year old girl came in second in the very popular american idol singing reality tv show. jessica was born in the US, that’s where she got the “american” part while she has a mexican father and a filipina mother.
american idol is not only a popular tv show in the US but also all over the world. the show is closely followed by audiences worldwide. for most watching the telecast after it’s aired in the US and in this case social media giving a blow by blow account of the performances. it follows that the contestants who battle it out in the show also gain worldwide acclaim and popularity.
and this is where jessica sanchez and the DOT’s (department of tourism) tourism advertising campaign meet each other. the country’s tourism campaign by the nature of tourism being global, where tourists from all over the world is a target market makes jessica sanchez a natural choice for its ad campaign. aside from it is safe to assume jessica has a global following , jessica coming in as runner up at american idol says she has a very wide fan base in the US, one of the largest if not largest market for tourism for the country. the finale had a total of 130M votes, an american idol record. taking out multiple votes, at least 90 M people in the US know who jessica sanchez is. 90M people is the population size of some countries, like the philippines. having asian roots also make her a naturally strong magnet for tourists in asian countries.
bloggers and social media citizens have pointed out that based on social media responses to the results of the american idol finals, philip philips who won is the “american idol” but jessica sanchez is the “world idol”. jessica apparently has gotten more positive feedback from all over the world than philip philips had.
the recency factor is also a big plus for jessica as an effective endorser. but that also puts a lot of urgency for the department of tourism to sign up jessica for an ad campaign. getting her to appear in an ad sooner will be better for the campaign as a whole.
a tv ad featuring jessica necessarily will need to involve jessica to sing. it is what she is known for and it is what people worldwide admire her for. the DOT may p[erhaps commission a filipino song writer to write the jingle. there are many talented song writers in the country and for sure it will be easy to get a most appropriate one. this jingle needs to work well in english and in filipino. we;re thinking the ad needs to be shot in both languages.
the filipino version can be used mostly in the philippines and not only will that generate domestic tourism, it will unite and generate nationalistic pride among the pinoys. the onky question of course is can jessica sing in filipino?
jessica’s global popularity is a built in advantage for the tourism ad campaign. people not only know her but also admire her. having her in a tourism ad will automatically generate a lot of goodwill and call attention. it also helps a lot that pinoys in general like music and are known to be good singers. there is no hotel in asia that do not have filipino bands playing in the bar or restaurants. a tourism ad for the philippines that features a popular singer is a perfect combination.
the talent who will appear in the ad clearly determined, the only question will be what is the content of the tv ad. – what is the advertising strategy and what are the consumer insights. and how this will fold in nicely to the “it.s more fun on the philippines” concept. we think the last part is a must.
the risk of getting a popular endorser like jessica sanchez in an ad is that the ad agency forgets about strategies. insights and campaign concept and just write copy to exploit the power of the endorser. while this type of ads may pull in audience and recall, it will fail in building a brand for the country.
~~~mindscape landmark ~~~
carlo p arvisu