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PIA Press Release
Tuesday, January 10, 2012


Feature: Make way for “Paoay Kumakaway,” Ilocos Norte’s new tourism pitch

by Cristina Arzadon

LAOAG CITY, Jan. 10 (PIA) – Ilocos Norte is tossing its own tourism campaign brand to draw more tourists to explore the province’s destination sites.

But there’s a caveat. The campaign slogan “Paoay Kumakaway,” may initially sound as selling the historic Paoay town alone but the tourism pitch covers all tourism spots across the province from beaches, sand dunes, white rocks and other natural formations, cultural and historical sites and gastronomic offering.

In its official fan page on Facebook, the slogan consolidates Ilocos Norte’s best attractions, historical and religious sites and heritage food.

Paoay became the logical centerpiece for the campaign owing to its global significance as a cultural icon for its renowned heritage Paoay church. The town is also the seat of the former presidential residence of the late Pres. Ferdinand Marcos, the “Malacañang ti Amianan”

The provincial government will officially launch the campaign through a television commercial that was filmed by award-winning director Mark Meily who is known for his movie “Crying Ladies.” The tv spot will be aired locally and abroad.

The tv spot will be a first for Ilocos Norte as a full-length promotional tool for its tourist destinations. In the past, select spots about the province such as the Bangui windmill and the Paoay church have become iconic visual backdrops either for a national government promotional campaign or political endorsement.

The ad was filmed on January 3 and will be released later this month or early February in various travel networks, the Capitol website announced.

Governor Imee Marcos expects to generate more tourism activities from the tv commercial and create more jobs and revenues for the province.

“One major thrust of the province is to regain the China market and divert more domestic tourists to Ilocos Norte,” Marcos said in Ilocos Norte’s official website.

Chinese tourists in the province have been scarce following the Luneta Hostage crisis in 2010 when Hongkong nationals got embroiled in a hostage drama that killed and injured tourists. (ANL/CCA-PIA 1 Ilocos Norte)

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