MANILA - The Department of Tourism, Philippines, has collaborated with MTV Asia for an integrated drive to showcase the country to youth markets across the globe.

Launched across 12 countries - Australia, Canada, China, Hong Kong, Japan, Korea, Malaysia, the Philippines, Singapore, Taiwan, the UK and US, the ‘MTV Revelations’ campaign employs digital media channels to create an integrated push while also featuring well-known Filipino celebrity, Christine Gambito, or Happy Slip, as its ambassador for Philippine Tourism.

The first phase has kicked off through a website that includes an online contest, various clips of specific destinations in the Philippines to create dream holidays plus vignettes of MTV VJs enjoying themselves. The clips are also broadcasted through MTV channel feeds across the region.

“MTV Revelations was conceptualised specifically to target youth travel. By interconnecting and engaging the youth audience via on-air, online and social media, MTV provides the diverse platforms to reach out effectively to the youth target markets. The Philippines presents a rich, unique and diverse travel experience that only the Philippines can bring and we want to extend the this experience by reaching out to the MTV audience,” said Philippines Department of Tourism Secretary, Ace Durano.

“As the undisputed brand most synonymous with youth, MTV embodies youth culture, music, lifestyle and travel across the globe. We are excited about the MTV Revelations campaign and we are ready to kick off a series of planned activities throughout the year that will engage and involve the youth audience in promoting the Philippines as an ideal tourist destination,” added Indra Suharjono, executive vice-president and managing director of MTV Networks, Southeast Asia and Greater China.