Department of Tourism partners with Jollibee to make it ‘More Fun’ in the Philippines

 

(L-R) Bogart the Explorer, Jollibee VP for Marketing Albert Cuadrante, Jollibee President Jose Miñana, Jollibee, DOT Sec. Ramon Jimenez, Jr. and DOT Asst. Secretary, Eugene Kaw

Jollibee, the country’s number one fast-food chain and the Department of Tourism (DOT) signed a Memorandum of Understanding to formalize their partnership for the tourism campaign, It’s More Fun in the Philippines.

Tourism Secretary Ramon Jimenez Jr. and Jollibee Philippines President Jose “Pepot” Miñana graced a simple signing ceremony held on October 11, 2012 at the DOT office in Manila. Also in attendance were Jollibee Vice-President for Marketing Albert Cuadrante, DOT Assistant Secretary Eugene Kalaw, Director Evelyn Cajigal and Director Rica Bueno.

Department of Tourism Secretary Ramon Jimenez, Jr.

THE RESTAURANT'S CHARACTER
“The characteristics of Jollibee that make it a well-loved brand are the same qualities of Filipinos that make traveling to the Philippines more fun: happiness, hospitality, and friendliness. And given our Filipino heritage, a visit to the Philippines won’t be as complete without a Jollibee experience – the warm ambience and friendly crew and of course the langhap sarap treats like the Chickenjoy, Yumburger and Jollibee Spaghetti that are truly Filipino. It has always been part of Jollibee’s mission to promote Filipino pride,” expressed Jollibee Vice-President for Marketing Albert Cuadrante. 

Jollibee President Jose Miñana

Jollibee is a product that advocates Filipino characteristics such as happiness, hospitality and friendliness that make traveling to the Philippines more fun. And given our Filipino heritage, a visit to the Philippines won’t be as complete without the Jollibee experience – the langhap sarap treats that are truly Filipino.

I have witnessed many times on the street, in jeepneys/ buses and in other public places where children would tell their parents and elders saying, "Jollibee tayo mamaya ha..." (Let's eat at Jollibee later...). It's also amazing that as young as 2 year-old children below, the word "Jollibee" is already a household/ family term.

 Jollibee VP for Marketing Albert Cuadrante, Jollibee President Jose Miñana, Bogart the Explorer, Jollibee, DOT Secretary Ramon Jimenez, Jr. and DOT Asst. Secretary Eugene Kaw

TRAVEL INITIATIVES

As one of DOT’s official campaign partners, the fast-food giant will promote tourism in the country through initiatives that highlight the reasons why domestic and foreign travelers alike should take a trip around the Philippines. Under the partnership agreement, Jollibee will designate a strategic section in selected branches for tourist information maps provided by DOT, and participate in major Philippine festivals. The tie-up will be supported with an integrated marketing communications plan. Moreover, Jollibee is exploring the possibility of offering discounts to foreign tourists and Overseas Filipino Workers (OFWs).

Jollibee's Happy Filipinos Campaign Part 1

HAPPY FILIPINO WEBSITE

Jollibee has already launched the Happy Filipino website, which features fun facts about the Philippines that should make it at the top of every traveler’s must-visit list. The website also includes the two-part videos of YouTube sensation Bogart the Explorer titled ‘The Happy Filipino’, where he is seen touring a foreign guest around the Philippines and showcasing the Filipinos’ jolly nature. Travel enthusiasts will also get a chance to travel the country via the launch of a video-making contest.

Jollibee President Jose Miñana, Jollibee, and DOT Secretary Ramon Jimenez, Jr.

The DOT will provide general tourism training to Jollibee store frontliners in select branches located in close proximity to the country’s tourist spots. The DOT will also grant accreditation to Jollibee as an official but non-exclusive DOT partner establishment to further boost tourism awareness in the country.

Jollibee's Happy Filipinos Campaign Part 2

“Jollibee is one of the country’s most iconic brands, which have helped define the Filipino way of life and culture. Its wide network of stores across the country is seen to help the DOT in amplifying our tourism initiatives. With a brand close to the hearts of Pinoys supporting the campaign, we hope to encourage more people to take an active role and be a part of this exciting and fun endeavor for the tourism industry,” remarked Tourism Secretary Jimenez.

To know more about Jollibee’s The Happy Filipino campaign, 
visit www.thehappyfilipino.com.

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