Our “CNN to MTV” strategy was built around "Awesome Philippines", kick-starting with a four-part series: MTV Revelations.MTV VJs and Filipino-American celebrities - like apl.de.ap of the Black Eyed Peas - revealed awesome adventures with major Philippine destinations as backdrops. On each vignette, they challenged viewers - “So where am I?" to search “Awesome Experience” on the web to win a trip.Fuelled by a keyword media buy with content and display ads, travelers discovered Asia’s best kept secret (www.awesomephilippines.com) where they created their dream holiday “remixing” their views of Philippines with 20 single-serve sites of music, photos and fun, and gave it to them.The Secretary of Philippine Tourism faced the global press on Second Life, where the country’s 7,108th island was created.Lastly, we created a music video for apl.de.ap's song “Take U To The Philippines” and distributed free online to lift the spirits after devastating typhoon Ondoy.

Despite Asia-Pacific travellers declining 2% (UNWTO), the Philippines witnessed:• 2.7% increase in tourist arrivals.

• 6.5% increase in foreign visitors, led by USA, Korea, Japan & China.

• 17% increase in Top destinations - Cebu, Boracay, and Bohol – all featured on MTV Revelations and apl.de.ap’s songThe CNN stigma was broken down:• China’s ‘most popular destination in Asia’ (World Travel Fair 2009).• Awarded at trade events (Russia/Japan/Korea).• Most popular Asia-Pacific destination of French Tourists (60% growth in ticket sales).• CNNgo.com “52 best weekends of 2010”.• Cordillera mountains named “25 best destinations” by National Geographic.