Cases studies

B2B events - Philippines Fiesta - IFTM 2008 - How to create a major B2B event and buzz during IFTM French trade show ? - September 2008

• Agencies : Interface Tourism France
• Services : Events - Trade Development

Brief

To celebrate the 2 editions of the TV show “Koh Lanta, the French Survivor Show” which was shot in the Philippines in 2008 and to capitalize on the “Koh Lanta effect”, Interface Tourism and The Philippines Department of Tourism organized an exclusive trade & media event during IFTM 2008 (the International French Travel Market). For the very first time in the French Market, the destination took the opportunity to showcase not only its marvelous natural attractions but also its very festive lifestyle!

Tactics

The concept was to organize a “fiesta” to demonstrate the festive and “latino” spirit of the destination to travel trade and press members. The event venue was exotic, recreating the atmosphere of the TV show. The event allowed the Philippines to officially express its gratitude to its most important partners.

• The whole venue was decorated with Philippine brand elements.
• The 8 finalists from the Koh Lanta 2007 and 2008 editions took part in the Fiesta and acted as “Philippines Ambassadors”.
• A comprehensive communication plan was designed to promote the event: an Event Website, a printed invitation mailed to 500 contacts, a press release, a specific counter on the Philippines Stand…
• A dedicated event website was launched: www.philippines-fiesta.com
• A newsletter introducing Caramoan, where Koh Lanta was shot and creating awareness among tourism professionals of its enormous potential and its natural attractions was sent to 350 contacts
• Experience Philippines Live! Animation with flamboyant bartenders, a live band, slides projected on a giant screen, Filipino cuisine and cocktails, the national dance company dancing the bamboo dance…

Result

• 300 travel agents, tour operators and airline staff attended the event.
• Tourism press were attracted and operators encouraged to develop tour packages to the Philippines
• Development of new tourism packages around Palawan and Caramoan
• A new image of the destination as an “entertaining” destination in addition to the breathtaking landscapes!