Nenaco keen on domestic tourism, youth sector

MANILA, Philippines - Negros Navigation Co. (Nenaco), the country’s largest sea carrier company, is tapping the country’s youth sector as one of its target segments as it expands aggressively into the market for domestic tourism.

Nenaco EVP and chief commercial officer Stephen Tagud announced the company’s launch of the campaign “Pinoy Biyaheng Barko, Sakay Na” in line with this strategic thrust.

“We are now actively encouraging young Filipinos to visit the country’s scenic spots by way of sea travel,” the 31-year-old shipping executive said.

Tagud said the campaign’s initial project is an original song and video competition open to high school and college students.

Awarding ceremonies will take place during the final event of the 5th Student Advertising Congress on Jan. 28 and 29, 2012 at the Rockwell Tent in Makati City.

Entries must have patriotic themes and encourage sea travel in the Philippines, particularly to the country’s varied tourist destinations.

As such, these entries must highlight the country’s natural beauty, the warmth and color of its people, and its diverse culture and traditions.

“These entries will be judged by some of the best and most creative minds in the music and advertising industries,” Tagud said.

He added that there will be no limits on the length of the videos entered or restrictions on the types of musical genres employed.

The winning entries have high probability of being incorporated into Nenaco’s online and social media marketing efforts, Tagud said.

He said Nenaco’s new strategic thrust will make intensive use of Internet-based social networks such as Facebook and Twitter to effectively reach young Filipinos who are Web 2.0-savvy.

Tagud said Nenaco’s entry into domestic tourism is expected to generate 30 percent of its revenue streams in the near future.

Nenaco ships that serve domestic tourists have been refitted to become floating hotels, Tagud said.

He said there will be various accommodation packages to suit the various levels of affordability among sub-segments of students and other targeted sectors.

Among the destinations to be serviced by Nenaco’s entry into the domestic tourism market are Puerto Princesa, Coron, Bacolod, Cagayan de Oro, Cebu, Dipolog, Dumaguete, Tagbiliran, and Zamboanga.

“Some other niches to be targeted are the corporate market, balikbayans, OFWs vacationing with their families, retirees, and honeymooning couples,” Tagud said.

He said Nenaco is now the country’s largest sea carrier, having added to its fleet the vessels of the Aboitiz group of shipping companies. It bought these companies for $105 million in December 2010.

Established in 1932, Nenaco is one of the pioneers in Philippine sea transport. It now has a fleet of 28 inter-island vessels servicing 24 destinations.

It has partnered with a tour travel company for its aggressive entry into domestic tourism.