May 4, 2009
New Media Marketing
I find this news blog worthy, according to Inquirer.net:
“HappySlip Campaign reaps dividend for RP”
HappySlip is the video blog (vlog) of Fil Am Christine Gambito, tapped by Department Of Tourism last year, to vlog her tour of the Philippines.
The DOT campaign was applauded as an innovative marketing approach. It used the “brand” of a popular Filipina with strong following from 2nd and 3rd generation of Filipinos living in the US and Canada. The job? Vlog about her experiences as she visits great tourist destinations. And if we will take the news in it’s face value, the influx of tourists is a proof new media marketing works.
Looking at this success story, we can at least derive 3 lessons, please add your thoughts freely if I missed something.
- Tap new media to position your brand– my previous post talks about this in detail
- Use a brand that can identify with your brand– in this case, the Philippine gov’t. used a (popular) Filipina to promote Philippine tourist destinations.
- Viral marketing will take it’s course – whether you have a good or bad brand, it’ll be talked about
Photo taken last year during HappySlips trip to Manila
Your Thoughts