The Demo Site

Now, there’s a hip-hop way to see the Philippines.

As part of the Department of Tourism’s (DoT) latest global campaign Take Me to the Philippines, Tourism Secretary Ace Durano (Ace D)took a new spin on tourism promotion by collaborating with MTV and Black Eyed Peas’ member Apl.de.ap (Allan Pineda Lindo) in creating a music video that brings the beat back to where music meets the many marvels of the Philippines.

Take Me to the Philippines, whose aim is to strengthen global and local awareness of the Philippines’ top tourist destinations was the platform from which the DoT decided to tap on MTV’s demographic market composed of young powerful consumers who can easily influence the consumptions of their parents.

During the media launch of Apl’s new music video “Take U to the Philippines” in Singapore, Durano said that the Philippines is lacking the 15-20 demographic in tourism arrivals. With the help of MTV, DoT can reach out to this market through the visionary prospect of Apl.de.ap’s music.

“Take U to the Philippines is a result of my collaboration with Apl that began in 2008. When I first met him, I noticed his sincere desire to do something for the Philippines, so when he offered to create a music video for DoT, it gave me the idea to promote our country through his celebrated fame,” said Durano.

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

Directed by Andrew Lo, creative director of MTV Asia, the video is an upbeat narrative about Apl’s travels. The song contains lyrics that give all the local texture when thinking about tourist destinations—warm blue waters, parties in Manila, pulsating Pinoy culture, heart-stopping adventure rides and an infinite number of activities found only in the Philippines.

With the many destinations that he included in the video, Apl – who fondly calls the tourism chief as Ace D. – was determined to make the country’s many sites shine through the song.

“I am honored to be able to work with DoT, this is my first time to write a song for tourism and it feels good to help promote our country through my music,” Apl.de.ap said.

Besides being a member of the internationally acclaimed group Black Eyed Peas, Apl was also chosen as the global ambassador of “Take Me to the Philippines” because of his Filipino roots.

Apl said it would need an hour-long video if he were to consider all the destinations in the Philippines, local flavors and cultural textures. Though the video only runs for three minutes, it’s enough to send the message or bring its audience closer to the Philippines.

Apl also picked out very Pinoy elements in the video such as a tricycle ride in Cebu, the magnificent Boracay sand, the almost perfect cone of the Mayon volcano, and even the way sunlight passes through the thin leaves of palm trees.

Both Durano and Apl see the project as the spark needed to infuse pulsating energy into the image of the Philippines as a tourist destination.

Through the help of MTV, the music video will be aired globally in all MTV networks starting this October. This partnership is the first for MTV to team up with a country and the biggest global campaign with a particular network for DoT.

Alongside the video, the campaign is also supported by on-ground components such as roaming promotional caravan – the iconic jeepney and buses infused with graphic art and music – that will roam around the country, as well as an interactive website where users can take a virtual tour around the Philippines.


Source URL:
http://www.mb.com.ph/articles/223052/a-hiphop-way-around-philippines