The DOT’s “Love the Philippines” campaign continues to highlight the country’s unparalleled beauty, rich traditions, and warm
hospitality, this time on a Times Square LED billboard. AJPress Photos by Momar G. Visaya
Philippine Tourism campaign shines bright in NYC for the holidays
The Philippine Department of Tourism in New York (PDOT-NY), in collaboration with the Philippine Consulate General, has once again brought a vibrant showcase of the Philippines to one of the world’s busiest intersections. The “Love the Philippines” campaign has launched its second annual display on a prominent LED billboard in Times Square, inviting millions of holiday season visitors to experience the country’s unparalleled offerings.
Strategically located on Broadway between 44th and 45th Street, the campaign features a series of 15-second videos that capture the essence of the Philippines. From its rich biodiversity and world-renowned beaches to its gastronomic delights and well-preserved cultural traditions, the billboard serves as a vibrant invitation to explore the country.
“We invite the world to discover the wonders of the Philippines. ‘Love the Philippines’ is more than a slogan; it’s an invitation to fall in love with the distinctive sights, stories, smiles, and experiences only our country can offer,” said Tourism Attaché Francisco Lardizabal.
Beyond the visuals, Lardizabal emphasized the campaign’s deeper focus on the warmth and hospitality of the Filipino people. “We should go beyond fun, emphasizing what we are strongest in, what our biggest asset is, which is the Filipino people itself. It comes from the heart, it evokes the hospitality, the friendliness, and warmth that comes naturally with Filipinos,” he added.
As Tourism Attaché Francisco Lardizabal emphasized, “This is not just about promoting destinations—it’s about showcasing the heart and soul of the Filipino people, whose warmth and friendliness make every visit unforgettable.” Through these strategic activations, the Department of Tourism is working to reach its recalibrated goals, hoping to achieve 1.1 million U.S. tourist arrivals this year while fostering a deeper global appreciation for what makes the Philippines truly extraordinary.
The Times Square billboard will run through December 30, 2024. Complementing this initiative are taxi-top advertisements across 2,000 New York City cabs, set to run from December 15 to 30. Meanwhile, the Philippine Center in New York will feature Philippine-themed holiday displays on its LED windows and participate in the annual Paskong Pinoy celebration.
These initiatives are part of a global “Love the Philippines” push by the Department of Tourism. Similar activations are happening worldwide, including photo booths along Santa Monica Promenade by DOT-Los Angeles, events at Manchester Arndale by DOT-London, and the Philippine Christmas Festival at Tumbalong Park by DOT-Sydney. The campaign also includes innovative cube ads in France and participation in the Singapore Fintech Festival.
Lardizabal highlighted the strategic importance of Times Square as a focal point for the campaign. “How do we best promote the ‘Love the Philippines’ campaign? This is a no-brainer. Times Square is where about six million people go during the holiday season, and within New York City, this is the place where we get the most number of tourists both domestically and internationally,” he explained.
As the Philippines sets its sights on a strong close to 2024, tourism numbers from the United States reflect the effectiveness of such initiatives. “As of November 1, we have reached 867,000 arrivals from the United States. We are looking at a 1.1 million target; we have recalibrated our targets in terms of tourism revenue,” Lardizabal revealed.
