DFP gets one Frontier nomination
By ROBERT R. REQUINTINA, Manila Bulletin
MANILA, Philippines — An attached agency of the Department of Tourism (DoT) has made it to the finals of the “Oscars” of the world duty free industry organized by a United Kingdom-based business magazine.
Duty Free Philippines (DFP) is one of the finalists of the Best Marketing Campaign Category of the Tax-Free World Frontier Awards of Frontier Magazine, giving it a chance to duplicate a feat it achieved 22 years ago in 1989.
Tourism Secretary Alberto Lim, quoting a report from DFP Chief Operating Officer (COO) Lorenzo Formoso, said that DFP’s marketing entry called “Pasalubong Shopping with the Family” was picked by Frontier Awards judges as one of the finalists of the coveted award.
Lim said the DFP was nominated because it has a unique cyberspace promotions program using its website, Twitter, online support chat, video networking, RSS feeds, and a viral ad at www.dfp.com.ph
The DFP also presented in its entry the Out of Home (OoH) advertising featuring ad wraps in its vehicles and other unorthodox means to promote its campaign to its markets composed of Overseas Filipino Workers (OFWs), “balikbayans” or returning Filipinos, and regular Filipino travellers and their families at the DFP stores.
Formoso said the DFP hopes to win its second Frontier Award, the first was in 1989 when it was named as Best Duty Free Airport Retailer during the administration of President Corazon C. Aquino, President Benigno S. Aquino III’s mother.
The DoT is hoping that DFP will duplicate the feat in the Frontier Award again in an Aquino administration.
According to Lim, the nomination serves as the industry’s recognition of the DFP’s marketing efforts among the entries from all the duty free shops worldwide.
Winners will be awarded during the Frontier Awards gala night in September.
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