DOT and SMART partner for "More Fun" domestic campaign

The Department of Tourism inked a partnership agreement once again with the country's wireless services leader, Smart Communications, Inc., for year-long support for the country's tourism campaign, It's more fun in the Philippines.

"We are most grateful to SMART for its unwavering support to the country's tourism industry by contributing its technological expertise and manpower resources. We welcome this arrangement, especially now that social media is considered to be a highly-effective means of transmitting information," Secretary of Tourism Ramon Jimenez Jr. said.

"Web and mobile technologies are fueling the relentless growth of travel and tourism worldwide. With our pervasive platforms, we are happy to help the DOT massively promote our country as a FUN destination," Orlando B. Vea, Chief Wireless Advisor of SMART said.

SMART has produced a TV commercial for the DOT, which features Ms. Universe 2011 3rd runner-up, Shamcey Supsup. It encourages Filipinos to look around their own country, and discover the many exciting destinations here. Integrating it with SMART's latest campaign, it invites people to live more by traveling more in the Philippines, where "it's more fun."

Under the partnership agreement, SMART will be able to participate in all domestic tourism-related activities and be a partner of the DOT in local festivals. SMART will also be able to sell its various products and services, in a non-exclusive basis, during domestic tourism-related events organized and owned by the DOT. The new Live More travel app and website will also feature different provinces and highlight the touristic destinations and activities in each area.

"This partnership with SMART is seen to complement the essence of our new campaign, which banks on the country's fundamental strength: the Filipino people. Through these initiatives, we hope to rally more Filipinos to explore the beauty of the Philippines, as well engage everyone in becoming tourism ambassadors who will ensure that foreign guests will always have a positive, memorable, and FUN experience in the country," Secretary Jimenez said.

The eight-year partnership between the DOT and SMART has produced award-winning efforts, such as the Limestone billboard showing how Philippine destinations can compete with the world's bests, at a fraction of a cost. The design created by DM9 Jayme Syfu bested 4,400 other entries from 90 countries to win a coveted Bronze Award in the Outdoor Lions category of the prestigious Cannes Lions International Festival of Creativity in 2011.

SMART has also been helping facilitate information exchange and communication between the DOT and its stakeholders through the Infoboard, a web-based SMS broadcast service.

In December 2011, SMART placed barcode-like images called Quick Response Codes in signages around the Pari-An District in Cebu City to provide information on tourism and heritage sites in the area. Visitors were able to access additional information by scanning the QR Codes using the camera on their smartphone and a compatible QR Code application. Together with MyCebu.ph, SMART also launched electronic guidebooks to Cebu featuring the Sinulog Festival, one of the most popular festivals in the Philippines.

"With these digital and mobile technology tools, we are able to show more Filipinos and visitors just what we mean when we say "It's more fun in the Philippines," Vea said.

Emmanuel Lorenzana, SMART's Executive Vice President and Head of Wireless Consumer Division, shared, "Our company has likewise been providing Wi-Fi signals during local events, so the public can access the Internet amid the festivities. We encourage Filipinos to share their domestic travel experiences online to entice more Filipinos and foreigners to explore our country's many diverse attractions and multi-faceted destinations. Let's travel more to live more!"

DOT continues to work hand-in-hand with the private sector in implementing its domestic tourism programs, as well as in providing support to regional offices and local government units for festivals, special events, and other tourism-related activities all year-round. - Official Gazette — ARA