Philippines. Warm place. Warm people.

Date of Publication

2005

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Aristoteles C. Estrella

Abstract/Summary

On May 3, 2005, the ADTICUM group of Karen de Guzman, Patricia Lee and Mark Dehesa was accepted as interns in BBDO-Guerrero Ortega at 24F 6750 Ayala, Makati. The group was given an orientation and for three weeks they had to familiarize themselves with the BBDO-GO system. Karen was an account trainee for Smart Kid, Patricia was an account trainee for Visa, Emperador and Pepsi Flavours while Mark was assigned to be a trainee at Proximity Philippines, the newly established sister company of BBDO-GO for below the line advertising. During the first few weeks of May, it was fortunate that BBDO-Go had a Summer School Program for aspiring Copywriters and Art Directors. There the researchers had a chance to attend seminars like How to Land A Job in an advertising Agency, How to Write a Creative Brief, How to Write a Good Copy, Ambient Advertising and Media in the Philippines. Also, the group was able to join brainstorming session with the Creative Team.

The 200 hour internship of the group formally started on May 27, 2005. It was also on the day that the group along with their mentor Mr. Aries Estrella and their Client Service Directors Ms. Mio Chongson had agreed upon that the group will research on and make a campaign for Development of Tourism for the Korean market.

The reason why the group found DOT Korea as a feasible topic for their thesis is the increasing number of Korean tourist in the Philippines. Also, the growing interest in the Philippines by Koreans is very promising for the country's tourism. Also, BBDO-GO offered this study due to the recently launched campaign of BBDO-GO in Korea. They are even planning to present a sustaining campaign for the summer of 2006.

After one and half months of researching and planning, the group has come up with the big idea of Koreans are looking for warmth. Along with this, the researchers have changed the tagline from more than the Usual to Warm Place. Warm People due to the study made by the group that one unique factor of the Philippines is not only the warm weather but the warm hospitality or welcome Filipinos give. The researchers have estimated Php 32,091,142.17 as the campaign's advertising budget along with media budget. The budget includes the production of three print ads and three television commercials. They will be placed in three different media namely, magazines, television shows and newspaper in South Korea.

With all these in mind, the group campaign aims to result in a 20% increase of Korean tourist and make the Philippines the top of the mind tourist destination in South Asia.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16229

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

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