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| "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.
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| AYALA MUSEUM, "Huwag Maging Dayuhan" Print Ad |
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