By Monarizza Nicole T. Lopez
In honor of Proclamation No. 894 signed on October 03, 1996 by late President Fidel V. Ramos, the National Tourism Week is celebrated every last week of September. The celebration concurs with World Tourism Day which is annually observed every 27th of September as declared by the World Tourism Organization under Proclamation no. 1942 signed in 1980.¹
With this, NLEX’s Communication and Stakeholder Management (CSM) Division continues to foster its campaigns/initiatives amidst the challenges brought by the pandemic.
“At CSM, we have a lot of brand-building initiatives that aim to promote travel & tourism in the North. We have the NLEX Lakbay Norte where we bring media influencers to various destinations in the North,” says Ms. Frances Ruth D. Dela Cruz, Senior Manager of the Brand Marketing Section. “NLEX Lakbay Norte is a program geared toward promoting Northern destinations through influencer marketing. The goal is to create more buzz about new & exciting destinations through various media outlets such as Facebook, Instagram, TikTok, and YouTube. The media influencers help promote our brand’s promise of a seamless, convenient, & safe journey to the North. We want the North to be top of mind when people think of where to spend their weekends with family & friends.” as she defined it.
The recently-held Lakbay Norte, which took place on September 8 to 10, 2022 and was done in collaboration with media influencers, featured various destinations in Bataan which includes the Las Casas Filipinas De Acuzar, Vista Tala Resort & Recreational Park, Laki Beach, and Five Fingers Cove, and Mt. Samat.
²Las Casas Filipinas de Acuzar. A beach resort, convention center, and heritage destination all rolled into one.
³Vista Tala Resort and Recreational Park offer new adventures, relaxation, nature escapades, and family recreational gatherings.
⁴Laki Beach and Five Fingers Cove in Mariveles, Bataan
⁵Mount Samat National Shrine (Tagalog pronunciation: [samat]) or Dambana ng Kagitingan (Shrine of Valor) is a historical shrine located near the summit of Mount Samat in the town of Pilar, Province of Bataan
Moreover, CSM will be launching two new major initiatives—one in the last quarter of 2022 and another in the following year.
This October, they will be launching Humans of the North which is a mini-documentary series that highlights the unique traditions and culture of the North. It will feature a unique story of an everyday man or woman from a northern Luzon province. Video documentaries will be posted soon on its official Facebook page, https://www.facebook.com/NLEXHumansoftheNorth. Another campaign in line is Worth the Road Trip which will be launched by the year 2023.
⁶NLEX Humans of the North Facebook Page
Furthermore, these campaigns are not only beneficial to our stakeholders but also to NLEX.
“The more people travel to the North, the more people use our expressways. Through these brand-building initiatives, we are able to induce more traffic, thus contributing to the company’s revenue target. We are also able to strengthen relationships with various stakeholders in the North. Because of the challenges arising from the pandemic, these stakeholders are very appreciative of our support to help revive travel & tourism.” Ms. Frances said.
We are truly blessed to have witnessed the unique and diverse cultures that each of our destinations offers. It gives a more colorful life experience, deep learning, and respect for our differences. As our country’s popular campaign goes, indeed, “It’s more fun in the Philippines.”
Monarizza Nicole T. Lopez, Finance. I am Monami, as my closest colleagues usually call me, has been part of the Finance Division for three years now. I started as an OJT of MNTC, turned Project-Hired Financial Reporting Associate for two years, and now, been a regular employee and member of the TRIM Department for almost a year already. I love to write poems and dream of publishing them. It may not seem like it but I am also a Potterhead with an ENTJ-T personality who loves to tirelessly collect and pile up books I will never read.