THE Philippine destination marketing arm, Tourism Promotions Board (TPB), is looking into tweaking its current Fun Works MICE brand to create a new campaign by the end of this year as well as “reinventing” its role as more destinations across the country, such as Davao/Mindanao, Cebu and northern Luzon, are taking the initiative to promote their own business events products.
In consultation with the private sector, TPB will discuss these changes with incoming tourism secretary Wanda Tulfo Teo, according to TPB COO Domingo Ramon Enerio III on the sidelines of the second Asia Premium Travel Mart.
Enerio told TTGmice e-Weekly that some destinations had formed the equivalent of a convention and visitors bureau in an aggressive bid to attract business events.
He added: “Now is the golden opportunity for the regions (those proactive destinations) to be responsible for their own (destination) marketing. We can create more noise with more players.”
Enerio said the TPB could cooperate with these destinations in international marketing activities and would, at the same time, reach out to other destinations that required guidance.
Commenting on the Fun Works brand, Enerio shared that a clearer explanation was needed to show what it stood for.
He said that while the brand highlighted the Philippines as a destination for relaxed, fruitful and productive business events, it also got misinterpreted as the name of a theme park, like DreamWorks.
