Saturday, February 20, 2021

311. 311. Ministry of Tourism’s, HUWAG MAGING DAYUHAN SA SARILING BAYAN Campaign, 1986-87

 
"REDISCOVER THE PHILIPPINES", launch Print Ad

MOT’s  domestic tourism campaign  for 1986-87 was assigned to hotshot Ace-Saatchi & Saatchi Advertising, which was on a roll for its string of major creative awards in the local and international front. Again, it came up with a winning theme that DOT approved and which the agency executed under Creative Directors Cid Reyes and Jimmy Santiago.: “Huwag Maging Dayuhan sa Sariling Bayan” (English version: “Don’t be a Stranger in Your Own Paradise”).

LISTEN TO THE MOT JINGLE "Huwag Maging Dayuhan"

The campaign was rolled out using black and white illustrated print ads, as a planned tro-media campaign did not materialize due to budget limitations. Meanwhile, radio jingle studies with lyric  written by Jimmy Santiago (Pilipino version) and Alex Castro (English version) were produced by award-winning composer Caloy Agawa. These were never used, however, as the campaign had a very limited run. In any case, the slogan “Huwag Maging Dayuhan sa Sariling Bayan”, was used intermittently in DOT promotional materials, till the rest of the decade.

AYALA MUSEUM, "Huwag Maging Dayuhan" Print Ad


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