Color My Heart, Japan!

The dynamic Secretary of Tourism Joseph Ace Durano presented details of the 2008 Premium Resort Islands campaign with its slogan “Kokoro Somaru” or “Color My Heart” during a press launch held at the Basil Room of the Grand Hyatt Tokyo in Roppongi,Japan.

The well attended event was participated in by over 100 members of the Japanese and Filipino media, The tagline “Kokoro Somaru” applies on three main colors to highlight the different aspects of the Philippine holiday experience. Turquoise blue for clear blue seas, diving and calmness and relaxation; premium yellow calls out tropical fruits, healing and health from spas,  the vibrancy of modern city life and energy of shopping and dining; and bright red speaks of romantic sunsets, resort life and the warmth of the Filipino people.

The new campaign   engages the services of the world-famous character Hello Kitty which is at the top three on the list of 20 most popular characters among the Japanese market in all age segments. As a special endorser for the Philippines, the  mascot will appear in the major travel and tourism events of the Department of Tourism in Japan. The Hello Kitty logo will also be used in brochures and other marketing items for Japanese travelers.

Joining Hello Kitty as the faces promoting the country is popular Japanese TV and movie personality Ms. Rin Takanashi. The actress will be gracing the Department’s destination posters and other materials.

The campaign positions the Philippines as a premiere destination that suits the discriminating taste of Japanese travelers. It also showcases the Filipino hospitality and friendliness in addition to a number of significant cultural heritage sites, pristine beaches, lush vegetation and refreshing tropical fruits.

Accompanying Secretary Durano and Philippine Ambassador to Japan Domingo Siazon Jr. were DOT Undersecretary for Tourism Planning and Promotions Eduardo Jarque Jr., DOT Team Japan Marketing Head Benito Bengzon Jr., Tokyo-based Tourism Attaché Val Cabansag and Osaka-based Tourism Attaché Araceli Soriano.

Japan is currently the Philippines’ third leading source of foreign arrivals. A total of 65,901 Japanese nationals visited the islands between January and February this year, making up11.5 percent of over-all tourist traffic.