The 'WOW Philippines' campaign, short for 'Wealth of Wonders', is airing
on CNN and the BBC. It summarises the variety of attractions the country
has to offer from nature, culture, adventure and sports tours. The
comeback campaign was made possible after the tourism promotional budget
was boosted from US $600,000 to $5 million in a bid to
restore confidence following a series of high-profile kidnappings of
tourists in the past two years.
Other Government branches have chipped in an additional eight million
pesos (about $160,000) to marketing funds, and private sector
organisations such as San Miguel Corporation ShoeMart Corporation and
multinational companies are also contributing an undisclosed sum.