Campaign Background
Client: Philippine Department of Tourism
Campaign Period: 2016/11/14-2017/3/28
Campaign Objectives: Promote tourism in the Philippines, strengthen the image of the Philippines in the minds of Taiwanese consumers
Campaign Strategy: Draw attention to the Philippines through a three-phase art contest highlighting the country; first phase – get people to submit creative works; second phase – get netizens to vote for the best works and create a buzz; third phase – display the best works as posters inside Taipei MRT trains and through custom-made EasyCards to build image of Philippines as a fun place.
Campaign Features
Creative Concept: Displaying collection of contest participants’ works in MRT trains
Media Exposure:
Internet Advertising: Facebook and GDN banners, targeted at people interested in drawing to get the message out
Competition Platform: Worked with “BountyHunter” for offline/online impact and to reach campuses
O.O.H. Advertising: Use posters on Taipei MRT trains to display the competition’s winning works
Key Visual
Phase 1 — BountyHunter
Phase 2– Online Voting Activity
Phase 3 – Awards Ceremony
Phase 3 – EasyCards, MRT Train Posters
