MEDIA RELEASE

22 February 2016
Phil tourism rides high on Super Bowl 50

Perfectly timed for the Super Bowl 50 last Feb 7 were four key activities designed and
executed by the Department of Tourism-San Francisco office (DOT-SF).
Super Bowl 50, the US National Football Leagues (NFL) championship game for
American Football now on its 50th year, is the culminating championship game of the
NFL season format. The format consists of a four-week pre-season, a seventeen-week
regular season (each team plays 16 games), and a twelve-team single-elimination
playoff.
Philippine tourism-Super Bowl 50 activities included out-of-home (OOH) advertising
media covering San Francisco, US Highway 101, Santa Clara and San Jose; kick-off
ceremony with media launch of Visit the Philippines Again 2016 campaign at the
Philippine Consulate General along Sutter Street last Feb 3; on-site promotions with
sports bar and restaurant partners; and publicity through print, on-line and social media
of travel promotion packages to the Philippines by tour consolidators as well as FilipinoAmerican organization leaders, who extended help to these activities.
Complementing the OOH ads are special tour package promotions, public relations
launch, retail tie-ups, sports bar and restaurant partnerships, among others. With more
than a million people attending the Super Bowl 50 ancillary events in the San Francisco
Bay area and about 167 million television viewers, we hope our Super Bowl 50-timed
marketing and communications activities will translate to actual bookings to the
Philippines from the US West Coast and other international gateways, DOT
Undersecretary Benito C. Bengzon, Jr. said.
The Visit the Philippines Again 2016 (VPA 2016) campaign had a kick-off ceremony
with a media launch at the Philippine Consulate General along Sutter Street in San
Francisco. Philippine Consul General Henry S. Bensurto, Jr. welcomed Philippine
Airlines and media partners, tour consolidators, Filipino community leaders and sports
bar and restaurant partners as well as special guests retired Ambassador and Mrs.
Romeo Arguelles.
Tour consolidators like GTT/Majestic Vacations, Mango Tours, Pacific Air Leisure and
Rajah Tours put travel promo packages together, which were publicized through print,
online and social media.

DOT Media Release February 2016

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Filipino-American community leaders of various organizations expanded help through

the
social
media
campaign
on
Facebook.com/TourismPhilippinesSF,
Twitter/PhilTourSF, Instagram/PhiltourSF and Snapchat/PhilTourSF were Al Perez
(FAAE), Lydia Neff (YFPA), Esther Chavez (Philippine American Press Club), Radi
Calalang and Sonia Delen (Philippine Independence Day Kalayaan Committee), JR
Calanoc (Panalo Solutions).
###
CONTACT:
Evelyn A. Macayayong
Media and Communications Service
Department of Tourism
Telephone Number: +63 2 459-5200 local 509, 510
Email Address: eamacayayong@tourism.gov.ph

PHOTOS:

DOT transit ads installed at San Francisco Municipal Transportation Agency (SFMTA), which is the seventh largest
transit system in the US transporting over 700,000 passengers daily. The SFMTA fleet is among the most diverse in
the country in terms of buses, light rail, cable cars and historic trolleys and is the greenest in the world. SFMTA
penetrates the dense city streets of all 49 sq. m. of San Francisco providing bus routes within two blocks of over 90%
of city residents.

DOT Media Release February 2016

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Aside from rail transit, MUNI Cable Cars and buses that pass by major high-traffic locations throughout the city also
capture tourists, affluent residents and employees working for headquarters of leading companies like Levis,
Salesforce, Twitter, Dropbox, Dolby, Airbnb, Pinterest, Lucasfilm, among others.

DOT Media Release February 2016

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Traffic coming from San Francisco towards the San Francisco Airport, Santa Clara Stadium, Silicon Valley and San
Jose Airport passes by the DOT digital billboard strategically located along Highway 101. San Francisco is known to
have the second highest traffic congestion in the US.

MUNI Trains of the San Francisco Municipal Transportation Agency (SFMTA) pass by stations where most of the
major Super Bowl festivities were held and are high-traffic areas on a daily basis. These stations include
Embarcadero, Montgomery, Powell, Civic Center, which also shares with the Bay Area Rapid Transit (BART); thus,
extending the DOT ads impact.

DOT Media Release February 2016

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