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We all see the “It’s more fun in the Philippines” and the “Love the Philippines” campaign. Now let’s get to know more about the TPB or the Tourism and Promotions board of the Philippines that’s behind the campaigns. They’re the official agency of the Department of Tourism aimed at showing the beauty to the Philippines both internationally and domestically. 

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When promoting a country, choice places would be where different nationalities converge - international expos, conventions, malls, etc… But the best of them all is - the Airport. Tourism and Airports go hand in hand, and TBP’s insights here on using NAIA as a platform for tourism makes it quite clear.

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“Airports are the right places to strategize an OOH campaign for a brand that targets travelers with a message about PH tourism.”

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It’s all about the message, as TPB says. With the right message, advertisers can easily pierce through their target audience’s perceptions, especially in such a densely populated location. 

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“Airport ads are unique due to the location and the profile of the foot traffic as most of the people in this area have the capacity to spend and can go on a vacation.”

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The reason why airports become such a viable location for advertising is that it’s inherently linked to the capacity to spend. Most people that fly to a vacation place will have spending power, thereby contributing to tourism revenue. Placing tourism ads is practically putting a country on the radar as the go-to place that travelers will spend on.   

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To highlight the potential of airport advertising in driving tourism, let’s look at Iceland's "Stopover Buddy" campaign. Through airport ads, Icelandair enticed travelers to extend layovers in Iceland, resulting in a significant tourism boost. This success story underscores the influential role airports play in shaping travel behavior.

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TBP’s partnership with NAIA for advertising is ongoing, continuing to bring in millions of tourists  - a record 7.1 million in fact. By leveraging airports as hubs of traveler engagement, TPB not only amplifies brand visibility but also inspires travelers and their fellow Filipinos to embark on unforgettable journeys within the Philippines. 

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