Department of Tourism (DoT) headed by Secretary Ace Durano made a huge step of innovation in its latest global campaign called "Take Me to the Philippines", which aims to strengthen global and local awareness of the Philippines’ top tourist destinations. How? Just simple - by coming up with a music video that speaks of the many must-see places in the Philippines through collaboration with MTV and Apl.de.ap (Allan Pineda Lindo) of the Black Eyed Peas, who is also of Filipino roots.
From the video above, you'd notice that Pinoy elements were used in relating the lyrics and theme to the actual music video. 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 are just some of these elements.
Directed by MTV Asia creative director Andrew Lo, the video illustrates and speaks about the destinations Apl has been to. Manila Bulletin writes, 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.
“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.”
“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.
“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.”
“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.
Source: Manila Bulletin
Video: Youtube
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