DAVAO CITY (MindaNews/21 Sept) – To boost its tourism industry, the city government on Wednesday unveiled its new campaign branding bearing the Phillipine Eagle with a tagline “Life is Here.”
But the campaign, Mayor Sara Duterte said, does not only target tourists from other places but also aims to raise the awareness of Dabawenyos to support the initiatives of the city.
“What is it in Davao that we want to present to the market? We have the Philippine Eagle, we have the durian and pomelo. We go to Samal (beaches) for lunch or we go to Eden (Nature Resort) to picnic. These are the things we need to promote,” Duterte told foreign diplomats, businessmen and government officials who attended the launch at the Grand Menseng Hotel.
She noted that these are the things, too, that people in this city have taken for granted. “But for our market, for those who do not live here, these are the reasons why they come to Davao. This is where the money is,” the mayor stressed.
Among Davao’s top tourist destinations are the Philippine Eagle Center in Barangay Malagos, Baguio District, the Malagos Garden Resort also in Malagos, whitewater rafting in Calinan, Davao Crocodile Park, Matina Town Square and several zipline adventures in the outskirts of the city.
Thus, the city government launched the campaign not just for tourists but for residents of the city as well.
“We wanted a campaign that every Dabawenyo should put in their hearts,” Duterte said of the “Life is Here” campaign.
“‘Life is Here’ for me because my family lives here. Each of you, ask yourself why life is here,” she told the audience.
In her second State of the City Address on Tuesday, Duterte urged tourism stakeholders to support the campaign by helping spread promotional materials.
“We intend to localize the campaign so that Dabawenyos will always be reminded of how we should give value to our city as our way of exemplifying patriotism,” the mayor said in her SOCA.
Duterte cited major events that attract tourists – the Araw ng Dabaw every March 16, Summerfest, the Kadayawan Festival every third week of August and Pasko Fiesta.
Jayson Magnaye, city investment and tourism director, told reporters that with the new branding campaign, Davao aims to be the number one destination in the country. “For now our target is the domestic market since it is more doable,” he added.
He said they have initially spent P1.5 million for the branding campaign. “We will see how far it will take us,” he said.
Rey “Bai” Manginsay, a creative consultant for marketing and advertising hired by the city government, said that it took him 10 years to understand and appreciate life in Davao.
Manginsay, who hails from Lanao del Norte but now lives here, explained that he chose the Philippine Eagle as a brand identifier for its very strong image, further reinforced by the giant bird’s “kingdom” that is Mt. Apo.
“Mother nature. The source of life and nurturer of mankind. Provider of food and keeper of our animals in the forests. She carved the mountains creating multifarious captivating views for us to marvel at and exciting places of adventure and thrill.” These are the concepts behind Manginsay’s “Life is Here” tagline.
In a related development, Duterte also inaugurated the Visitors’ Information Center at the Davao International Airport on Wednesday afternoon.
The booth serves as an information desk for tourists coming to the city. The staff of the City Tourism Office will distribute travel guides and the city map to tourists. Several brochures from restaurants and resorts are also available at the booth. (Keith Bacongco / MindaNews)