Experience the culture of a once disaster-torn city.
Conflict
Marawi used to be the center of trade and culture in southern Philippines. Unfortunately, Filipino millennials, being avid travelers for cultural experience, have never heard of Marawi until war broke out last June 2017.
How then can we help breathe life back to Marawi culture so millennials can experience it?
Solution: Reimagine Marawi
A tourism campaign for Marawi made by the Maranaos themselves in partnership with a local airline.
1st: We will ask Maranaos to describe their city and culture as they know it and visualize them with quaint illustrations. We will display these through out-of-home ads strategically placed in similar attractions around the Philippines to create awareness that Marawi has them too. By using the local airline’s database, we will send the reimagined pictures of Marawi in the form of postcard invites to millennials.
2nd: Postcards will lead them to a microsite within the airline’s website where they can book a ticket in advance—a form of donation for the full rehabilitation of Marawi.
As tickets get sold, millennials can scan a large billboard in Manila’s international airport using their device to reveal the full landscape of the reimagined Marawi.
Effectiveness
This campaign aims to let millennials take the front seat as they watch the rebirth of Marawi culture to deepen their sense of being a Filipino. Negative image of Marawi will be replaced with beautiful reimagined photos. Now, millennials won’t just add one more destination to their bucket list, they will also help bring back to life the destroyed culture of Marawi.
The mechanics of this campaign can also be applied to other disaster-stricken areas in the world—like Japan’s Okayama, a city recently destroyed by strong typhoon and flooding.
This campaign will help level-up HP’s purpose from reinventing things to reimagining lost cultures.