“Talaga? May kuryente pala sa Davao? Akala ko wala!”
That was an ignorant statement by my mom’s dorm mate when she was still reviewing for her Medical Technologist licensure exam in Manila, twenty years ago. And boy, I can’t imagine how mom reacted about her dorm mate’s ignorance.
For years, Davao City has emerged as one of the most progressive cities of the country. Since early 90s, the local government had exerted extra effort to promote the city. But unfortunately, the city itself had suffered from bad images portrayed by the media.
Today, with perseverance and determination, the local government together with the Department of Tourism - Region 11 has brought Davao City into the next level.
Davao. Life is here.
The city government of Davao had launched a new tagline of the city led by Mayor Sara Duterte together with guests from the tourism and business sectors as well as the media.
The new tag aims to boost the city's tourism sector by inviting more tourists and investors in the coming months.
Davao is very easy to market because it offers almost everything - from the adventure hike to Mount Apo, to the pristine white sand beaches, to the juicy bite of sweet pomelos, to the delectable taste of durian, all these are but some of the reasons why many tourists long to visit the city.
Brand expert Rey “Bai” Manginsay packaged the entire branding about life in Davao, the things non-Dabawenyos long for, while some Dabawenyos take for granted.
The brand maker “Bai” divulged how it took him ten years to understand Davao life and appreciate it. He chose the Philippine monkey-eating eagle as the brand identifier. “The eagle is a very strong image because it is unique and we own it. Its kingdom is in Mt. Apo, another tourist destination of the city. It symbolizes power and unity,” he said.
The mayor as well as members from the business and tourism sector appreciated the use of the eagle as the defining image of the city since it is uniquely Davao; it identifies Davao. In the promotional ads, the eagle wears tribal accessories which symbolize the cultural diversity in the city.
And good news, the local government urged Dabawenyos to embrace this new branding by using the logo in letterheads, public transport vehicles and all other avenues where this promotional ad might be exposed to the public.
Please watch the promotional video of the new tourism campaign of Davao.
Now this is a good start to invite more investors to come and visit Davao. Kudos to the local government of Davao and Department of Tourism Region 11!