PATA with the Association of Southeast Asian Nations (ASEAN) entitled, “PATA Loves ASEAN” campaign is a US$300,000 advertising campaign on the Travel Channel. The ad campaign will promote responsible ASEAN tourism experiences.
As part of the campaign, PATA gave a presentation at the ASEAN Tourism Ministers’ meeting at the ASEAN Tourism Forum (ATF) in Kuching, Malaysia on 19 January and at the ATF National Tourism Office (NTO) meeting on 17 January.
In the presentations, PATA updated Ministers and NTOs on the TV campaign, which is expected to run in June. Five responsible tourism categories will be highlighted by the adverts: nature tourism, culture and heritage tourism, community-based tourism, cruise and river tourism, and travel for health and wellness.
“The TV campaign on the Travel Channel will exclusively showcase responsible and sustainable products by ASEAN,” said PATA CEO Martin Craigs. “ASEAN has emerged as a global leader of sophisticated niche tourism products that have a caring and community touch. The PATA Loves ASEAN campaign will promote those products, which are also part of ASEAN’s strategic tourism plan for 2012-2015,” he said.
“The 10 members of ASEAN will help unleash the full potential of what is already one of the world's most dynamic regions,” said Ivy Chee, PATA Regional Director – East Asia. “The PATA Loves ASEAN campaign will illustrate the benefits to host and guest by embracing responsible tourism as part of Southeast Asia’s connected visitor economy,” she said.