- Kenneth Hein, Brandweek

NEW YORK Looking to lure young adventure travelers, the Philippines Department of Tourism is partnering with MTV.

Beginning in February, the "MTV revelations" campaign will kick off in 12 countries including the U.S., U.K., China and Japan. The effort is comprised of a series of TV spots starring MTV VJs. Through a number of vignettes, they each share personal stories and experiences they had in the Philippines.
 
Because the 18-34 demographic tends to have higher disposable income as well as a desire to travel to exotic locales, the MTV partnership was a natural fit, said Philippines Tourism secretary Joseph Durano in a statement.
 
"MTV knows its demographic best," he said. "Its VJs and onscreen personalities, for instance, have the credibility to reach out to the same youth market we are targeting. The partnership is a strategic fit and ensures continuity of demand from youth travelers."
 
Local Web activities will support on a market-by-market basis. MTV's Music Mixer and Video Widgets will appear at Awesomephilippines.com. A microsite is also being created for the "Best Kept Secret" sweepstakes.
 
Consumers are asked to share stories about their experiences in the Philippines in exchange for the chance to win a free trip.