Take U to the Philippines - Byaheng Pinoy with Apl.de.Ap

Byaheng Pinoy with Apl.

In partnership with MTV Asia, the Department of Tourism (DoT) launched its latest tourism campaign “Byaheng Pinoy with Apl”.

The campaign is a product of a long-time collaboration between Allan Pineda Lindo (Apl.de.Ap of the Black Eyed Peas) and Tourism Sec. Ace Durano. Byaheng Pinoy with Apl gave rise to several projects that utilize Apl.de.Ap and his music as a platform to showcase the country’s sites to the world.

“We need help to accelerate,” said Secretary Durano.

“Apl is the perfect icon to represent our country and its fascinating destinations, as a globally successful Filipino artist. His music infused with Pinoy pride certainly makes this campaign fresh and exciting.”

Apl himself wrote the lyrics with suggestions from Durano, to highlight local texture of tourist destinations-warm blue waters, parties in Manila, unique Pinoy culture, heart-stopping adventure rides and an infinite number of activities found only in the Philippines.

DOT and MTV’s partnership only seems to grow stronger as it plays out, bringing more exciting ways to promote the Philippines at every turn. It certainly sounds like a perfect fit.

“Take U to the Philippines,” the music video which Apl offered as a complimentary to the DoT campaign launched on October 1, to the worldwide MTV market. Directed by Andrew Lo, creative director of MTV Asia, the video utilized mixed motion graphics stylized by The Source, a renowned studio in Hollywood.

Undersecretary Eduardo Jarque Jr. of the Tourism Planning and Promotions also stressed that “The partnership has been a massive hit, especially with online marketing that is now a key platform for the travel industry.” The campaign taps at least 55 million people in 11 markets through the MTV global network, propelling the Awesome Philippines website through the digital stratosphere with one billion impressions and one million page views as well as giving rise to groundbreaking promotions like the Awesome Experience search vignettes, Awesome Remixer, Maverick sites, MTV Revelations island on Second Life, and the recent music video sensation, “Take U to the Philippines” by Apl.de.Ap.

Following the soft launch of the DoT campaign, the Black Eyed Peas also performed in the F1 Rocks Concert recently held in Singapore. The sheer magnitude of fans who watched the B.E.P in Singapore is just a tip of the global market we are reaching through our campaign with MTV.

“I know how it is to grow in the Philippines,” envisioned Apl. 

He also believes that the “Philippines is a must see.”

“I wanted to showcase all the beautiful spots in the Philippines. I wanted to help our tourism; to inspire others to visit the Philippines; to create jobs for people and help the country and the community.”

In connection to this, Undersecretary Jarque added, “Although it may seem geared towards the young MTV generations, we are tapping the global traveler and culture connoisseur of all markets. We want the campaign to brand our country as one with infinite number of exciting activities to do for the adventure and culture lovers.”

Alongside the video, “Take Me to the Philippines” is also supported by on-ground components such as a colorful roaming caravan that will bring festivities from destination to destination, as well as an interactive website http://www.awesomephilippines.com/

“I really wanna go there!” Apl expressed with excitement.

Durano will also take Apl to some of the country’s best beaches, heritage sites and adventure trails, as Apl mentioned having been to Boracay, Cebu and his hometown Pampanga.

Secretary Ace and Apl both refined the campaign through time, adding elements to achieve the goal of hauling in more tourists to the country.

It’s a two-way side of the coin, you must come and travel with Apl, of course he will “Take U to the Philippines,” Secretary Durano ended.

[This post was originally published in year 2009-Oct-28]

* Go Tara Lets! *