10th Regional Travel Fair Digital Promotions Campaign

The Regional Travel Fair (RTF) is a Philippine government-initiated travel and trade event organized by the Tourism Promotions Board Philippines (TPB) since 2018, in partnership with the Department of Tourism (DOT), through its Regional Offices.

In 2020, with the impact of the COVID-19 Pandemic worldwide, the tourism industry was pushed to innovate and elevate its marketing strategy and sought ways to improve delivery of its products and services to consumers, digitally. Due to this, the RTF launched its virtual editions from 2020 to 2021 with positive reception from the industry.

Now that the Philippine destinations are gradually opening to tourists and protocols are easing up, the 10th edition of the RTF on October 2022 will be shifting to a hybrid format, and was expected to be bigger as it featured the rich culture and heritage of the CALABARZON Region.

However, the TPB was only given a little marketing budget and only 1 month to promote the 10th Regional Travel Fair. It needed a way to effectively connect with its target audiences and efficiently choose and execute media buys in relevant digital media channels to surpass sales of previous editions of RTF.