JUNE 2015 SECOND SEMESTER AY 2014-2015
THE OFFICIAL PUBLICATION OF UP ADVERTISING CORE
TRAVEL RETAIL: The Sixth Continent
Why airport downtime makes businesses succeed
Czarina Mariano The story of a girl who made the world her office
A Fresh Trail Laureen Uyâ€™s penchant for experimenting
DEPARTMENT OF TOURISM: Sharing the Best of These 7,107 Islands
JAY JALLORINA: Shooting Scapes
Prominent tourism campaigns of the Philippines
The ebb and flow of landscape photography
juice box letter from the editor | staffbox
Summer is finally here! Or is it? Don’t worry if your semester just ended today. Although it’s June, there are still a lot of places you can visit around the world or even in our very own country. From Basco to Jolo, you can travel on a low-cost airline, interact with communities and support local businesses. You need not go even very far. Just take a walk around your neighborhood, jog in UP, eat out or simply spend time with your family and friends and take some photos as keepsakes. And if you plan to take midyear classes, you can keep yourself happy and appeased by watching remarkable and well-thought of tourism ads, reading travel blogs or looking at surreal landscape photos shot by experts in the field. Then tell yourself that someday, you will see these places firsthand. But traveling isn’t only for you; it benefits other people too. When you travel, you’re boosting the place’s economy and introducing its culture to the world at the same time. The world is beautiful and it’s worth promoting. So turn the page and enjoy your summer.
THE UP ADVERTISING CORE (ADCORE) IS THE ONLY STUDENT-RUN, NOT-FOR-PROFIT ORGANIZATION AND STUDENT ADVERTISING AGENCY BASED IN THE COLLEGE OF BUSINESS ADMINISTRATION OF THE UNIVERSITY OF THE PHILIPPINES, DILIMAN. THE JUICELETTER IS THE OFFICIAL PUBLICATION OF THE ORGANIZATION. EXECUTIVE CORE PRESIDENT ELLA ADRIANO VP FOR CREATIVES CARLOS QUIMPO VP FOR FINANCE AND CORPORATE AFFAIRS BEVERLY CHING VP FOR HUMAN RESOURCES SAB DE OCAMPO VP FOR PUBLIC RELATIONS AND PROMOTIONS HILLARY JOVEN VP FOR SPECIAL EVENTS AND LOGISTICS SYLVIE REYES
EDITOR-IN-CHIEF MAISIE JOVEN FEATURES EDITORS BINGBONG AUSTRIA SAM TAMAYO LAYOUT EDITORS NIKKI CANLAS EDWARD SANTIAGO CREATIVES PAUL DOMALAON ROCKY NACPIL FINANCE AND CORPORATE AFFAIRS SHARA SANTIAGO HUMAN RESOURCES MEDJ DALAN PUBLIC RELATIONS AND PROMOTIONS NICA CRUZ CONTRIBUTORS ANNE BALADAD MARY ANNE BALANE RYAN DELA ROSA ELIJAH DIZON MONICA MABUTI KATLYN SADURAL BETTINA SANTOS
We’d like to hear from you! Maisie Joven editor-in-chief
What do you think about this issue? Would there be anything else you would like to read about? Would you like to advertise? Send us your comments, suggestions, concerns and whatnots at firstname.lastname@example.org.
contents AdCore updates 01 AdCore Week AdVocate 02 UP Career Fair TeenSpeak AdSpeak
5 Best Government Tourism Ads Around the World
01 Adcore Week
07 Department of Tourism
11 A Fresh Trail
15 They’ve Got That ...
A different approach to tourism 05 adcareer
Czarina Mariano The story of a girl who made the world her office 07 adbrand
Department of Tourism Prominent tourism campaigns of the Philippines
Must-have Travel Apps 5 useful apps for your next vacation
The Ultimate Photowalk Challenge
21 Must-have Travel Apps
Pulpy Goodness Artworks
UP Adcore’s photography contest
A Fresh Trail Laureen Uy’s penchant for experimenting
A d Q uery
With its tagline “we find ways”, Banco De Oro (BDO) assures
its clients to be there anytime
They’ve Got That Juan Thing
to provide the banking or financial service that they need
Funny is in the eye of the beholder
and ensure utmost customer satisfaction. More than that, I
Why airport downtime makes businesses succeed 19 features
Jay Jallorina: Shooting Scapes The ebb and flow of landscape photography
see BDO’s tagline as something innovative like always finding
Here is the winning entry to the last issue’s question: What brand would most likely represent you as a person and why?
ways to exceed expectations. I
SHANNEN COMETA BS Statistics
am like BDO for I find ways to help other people as much as I can, I find ways to show my passion for what I do, and I find ways to be better than my recent best.
Congratulations, Shannen! You may claim your prize at the 4th floor of the Virata School of Business building.
PHOTO FROM FACEBOOK.COM
Travel Retail: The Sixth Continent
A DCOR E UPDATES
A D C O R E
UPDATE S A D C O R E
PHOTO BY KRISTOFF MENDOZA
W E E K Members and future members of University of the Philippines (UP) Advertising Core showcase their talent during Roadshow, AdCore Week 9: The Ignition’s PR Event, at the UP Institute of Mathematics parking lot on April 24. Roadshow is just one of the many Week 9 events which include Drive-in (Mem-App Bonding Night), On Your Mark (AdCore Gives Back), Dashboard (Website Launch), Racetrack (Gallery Launch), Transmission (Juiceletter Launch), Pitstop (Grand Pakain), and Victory Lane (Culminating Night). AdCore Week is an annual, weeklong celebration of the organization to showcase its feats and share its humble growth to the whole UP community.
A D V O C A T E Students from all over the campus get to see how it’s like to be in someone else’s shoes by visiting the (DIS)COMFORT ZONE, an interactive exhibit at the Melchor Hall lobby from May 5 to 8. The art installation is part of Tanglaw, a one-month advocacy campaign that aims to promote depression awareness. Tanglaw is this semester’s project of AdVocate, University of the Philippines Advertising Core’s social awareness arm. PHOTO BY CHRISTIAN BAUTISTA
ADCOR E UPDATES
C A R E E R
F A I R
A University of the Philippines (UP) student lines up at a business booth to submit her résumé. Several other businesses set up booths at the UP Career Fair at the Bahay ng Alumni from May 5 to 8. Career tours, talks and a scholars’ gala are also part of the weeklong event. The UP Career Fair is the biggest student-driven and interdisciplinary recruitment market in UP Diliman.
PHOTO BY LANZ AÑEL & CARL SAYAT
T E E N S P E A K Team Teenspeak pose for a group photo during the Bootcamp: SOS - Save Our Smiles, held at the University of the Philippines Virata School of Business on May 4. Save Our Smiles challenges the youth to take part in the cause to uplift the state of oral health in the country. Teenspeak teamed up with corporate brand partner Oral-B for this year’s university-wide idea generation competition.
PHOTO BY ANONYMOUS
A D S P E A K
PHOTO BY ABBY MADRIAGA
Tripda Operations Manager Shahab Shababi talks about his company’s humble founding to its rapid and successive growth and current goals during Push the Pedal to the Medal: The Tripda Marketing Challenge on April 8 at the University of the Philippines (UP) Virata School of Business. The bootcamp kicked off this semester’s AdSpeak, the organization’s exclusively internal idea generation competition in partnership with a corporate brand client. AdSpeak aims to hone the competitiveness of UP Advertising Core members through mentoring sessions and real-world pitching. Elijah Dizon and Maisie Joven
Ad list G OV ER NM E N T TO URISM AD S
5 Best Government Tourism Ads Around the World
Advertising plays a very important role in boosting a country’s tourism. The government sees it as an effective tool in creating a certain niche for their nations in the global tourism industry. Given that these countries have breathtaking sites and rich cultures, ad campaigns highlight the things that set them apart from other tourist destinations. Advertising translates great ideas into concrete executions and inspires people from other parts of the world to come and visit. So, to all adventurers out there, here’s a list of the best and most creative ad campaigns that will help narrow down your travel bucket list. Katlyn Sadural
Powder Dash ( Japan ) In order to promote their deepest, fluffiest, most awesome powder in the world, Japan launched interactive “Think Powder. Think Japan” online ads where netizens can experience their precious snow. This campaign originally targeted Australians but, after the commencement of their online game Powder Dash on Facebook, it soon spread worldwide. The app is a snowboarding game where users can customize their gaming experience, execute tricks and unlock levels. Players can even challenge their friends and compete on a wider scale on the leaderboard. This ad catapulted Japan to one of the most sought-after snowboarding centers in the world.
BEST JOB IN THE WORLD WWW.YOUTUBE.COM
The Best Job in the World: this was Tourism Queensland’s offer to people across the globe when they launched their search for an island caretaker. But it’s not just any island we’re talking about here; it’s the majestic Hamilton Island in the Great Barrier Reef! The classified ad was published in newspapers, leading the readers to a website (www.islandreefjob.com) where applicants can upload videos explaining why they are the best person for the job. This campaign, with the aim of promoting the Great Barrier Reef in Australia and its wonders, attracted thousands of applicants from more than 200 countries. It enjoyed overwhelming media attention, news coverage and website hits, further promoting not just the job offering but Queensland as well.
POWDER DASH WWW.ADSOFTHEWORLD.COM
Best Job in the World ( Queensland )
G O V E R NM EN T TOUR IS M ADS
Virtual Facebook Experience ( Cape Town ) Cape Town has so much more to offer than just their flat mountains, wineries, seagulls and beaches. This was what this ad wanted to show the world. Cape Town Tourism launched a campaign that promoted the unexplored side of Cape Town, the communities and places that can’t be found in any other search engine. And by using Facebook as its platform, the ad was guaranteed an immediate response from the users. It’s like sending your very own Facebook profile to Cape Town; those who registered received point-of-view photos and videos of the destinations of their choice. To top all of that, a few lucky winners got to experience Cape Town for real. This campaign successfully introduced the unexpected wonders of the place and also boosted the volume of visitors to their already established tourist spots.
VIRTUAL FACEBOOK EXPERIENCE WWW.VIMEO.COM
Pomegranate ( Nova Scotia )
Presenting an all-in-one phone which has features way beyond what is readily available in the market was Nova Scotia’s tourism campaign’s x factor. This ad completely took advantage of this generation’s interest in the latest gadgets and smartphones. They launched Pomegranate NS08, a seemingly unrealistic ultra-thin smartphone which could also be a coffee brewer, a shaver and a harmonica. Sounds weird, right? But this is actually the reason why this campaign was successful. It caught people’s attention and it made them unearth the real point of the entire buzz: Nova Scotia and everything the place has to offer. This campaign immediately became viral, reaching about 150,000 hits and visits, and the government is expecting its popularity to flourish.
Inspired by Iceland / Iceland Wants to be Your Friend ( Iceland )
INSPIRED BY ICELAND WWW.CREATIVEREVIEW.CO.UK
Forging a bond of friendship between visitors and the locals was the heart of Iceland’s tourism campaign. Entitled “Inspired by Iceland,” this campaign presents a bunch of Icelandic people acting as human search engines, from whom anyone could ask anything about the secrets and riches of Iceland. Videos were also uploaded in their website, wherein the locals pledged to share different Icelandic experiences to the tourists, from fishing and skiing to bathing in geothermal pools and even enjoying delicacies. This ad campaign aims to take Iceland closer to the people by embodying it as something tangible and within reach. After all, “Iceland wants to be your friend.”
Ad career C ZAR INA MARIAN O
t r a v e l
i c o n
Czarina Mariano Czarina Maye Mariano is the woman behind www.thetraveljunkie.info and one of the many travel bloggers in the Philippines who feeds this online generation with wanderlust. She shares her love for travel with hopes of awakening her readers’ passion for it. Anne Baladad
When asked what motivated her to start a blog, she says, “I had the opportunity to be chosen as one of the travel ambassadors for the booking site Asiatravel.com. I earned a little per article submitted but even if the contract ended, I continued blogging.” Interestingly, she says she also used her blog to update her parents about her travels. Since then, The Travel Junkie has been providing fellow travelers with relevant information about various destinations and promoting key sites not just in the Philippines but overseas as well. Mariano’s work today as a freelance social media manager at Juanxi Sourcing Solutions, Inc. enables
PHOTO FROM THETRAVELJUNKIE.INFO
Encouraged and influenced by her mom who also shares the same sense of wanderlust and love for traveling, Mariano has been embracing her globetrotting lifestyle even before she started writing about it. It was only in June 2012 when her blog, The Travel Junkie, came about.
Ad career CZAR IN A MAR IAN O her to balance work and travel. There’s no stopping this traveler as she shares that she has all the time to explore the world as long as a decent internet connection is available at her destination. She also adds that she mostly travels on weekdays or off-peak seasons for cheaper rates and a smaller crowd. As for how she manages to squeeze in travel blogging, she notes that she really allots time for that. “In a week, I take mga one to two days just to blog. Time management talaga because if I concentrate too much on traveling, maiiwan ko na duties ko as social media manager,” she says. Mariano believes that, in the vast world of the blogosphere, one of her selling points is she’s one of the few bloggers who isn’t sponsored by companies. She says this influences her writing to be neutral and without bias.
If maganda [iyong] service, I’ll blog about it. If ‘di maganda, I try to explain in a nice way on how to improve their service. Kapag sponsored kasi, bawal anything na medyo negative so parang ‘di totoo iyong pinopost mo na experience.
PHOTO FROM THETRAVELJUNKIE.INFO
Mariano also says she writes “from the heart,” as if she’s just talking to her readers. By doing this, she’s able to establish a more genuine connection to her audience. For her, the best part about travel blogging is being able to use it as a way of sharing her experiences and helping others with their own travels.
Nakakatuwa yung feeling na nagpapasalamat iyong readers because nasasagot ko iyong mga travel-related questions nila.
Mariano shares two important tips for those who want to start a travel blog. First, you should have a love for traveling – passion is definitely a must for you to keep your blog going. And second, you should be ready to spend money because traveling doesn’t come cheap, especially if you want to show your readers good photos and locations. But this doesn’t mean you should be fazed by traveling or travel blogging for that matter. She describes that she’s the kind of traveler who is a little bit in between the splurger/shoe-string budget type. She doesn’t typically stay in hotels but, instead, uses the online community marketplace, Airbnb, to look for cheaper room accommodations. For those who want to travel, whether for personal enjoyment, to promote a place or to support a community, Mariano encourages them to use their time wisely:
You only live once so travel while you’re young. 06
Ad brand D EPA R TMEN T O F TO URISM
D E P AR TMEN T OF TOUR IS M
D E PA R TM E N T OF TOURISM Sharing the Best of These 7,107 Islands When your country is blessed with 7,107 islands filled with naturally beautiful sights and overflowing with amazing culture, not much effort has to be done to get other people to visit your nation. Truth be told, we don’t even have to work up a sweat to make people want to see the Philippines — they already want to! Just a picture of our country’s pristine white-sand beaches, lush green mountains or our unique vibrant festivals would make anyone — whether a local or a foreigner — want to pack their bags, hop on the next flight and go see the Philippines.
ILLUSTRATION RYAN DELA ROSA
But of course, we have to give credit to the people working hard behind the scenes to promote our country and boost our tourism even more. The Department of Tourism (DOT) is the official agency of the government that makes sure the country is always shown in the truest and best way to attract even more visitors. Over the years, the DOT has crafted various advertising campaigns that have definitely helped catapult the Philippines to the top of travel bucket lists. Monica Mabuti
Ad brand D EP AR TMEN T O F TO URISM Here are some of DOT’s most notable and memorable advertising campaigns:
2003 - WOW Philippines
For more WOW Philippines commercials, go to the link: https://www.youtube.com/watch?v=TsBUz6qu_Bo
The WOW (Wealth of Wonders) Philippines campaign is centered on the idea that the Philippines is always “more than the usual.” More than the usual high-rise buildings, we have towering coconut trees; more than the usual fast food, we have fresh food from the sea; more than the usual sidewalks, we have rice terraces. The campaign’s message is that, because of the unique sights, places and people found only in the Philippines, we are always something more than the rest. And because of this beauty and uniqueness, tourists in the Philippines just can’t help but say “wow.”
Advertisers, just like all humans, are not perfect and don’t always get it right at all times. The DOT got into a mishap and ended up in trouble when they tried to release their new slogan “Pilipinas Kay Ganda.” They were heavily criticized for the campaign’s logo, with people saying that it was just copied from the logo of the Polish tourism campaign “Polska.” Unfortunately, they were forced to take down the campaign soon after.
BIYAHE TAYO WWW.TOURISM.GOV.PH
2010 - Pilipinas Kay Ganda
WOW PHILIPPINES IMGSOUP.COM
Showing the Filipinos’ love for music and singing, the DOT released an iconic song entitled “Biyahe Tayo,” still under the WOW Philippines campaign. 21 great Filipino singers such as Sharon Cuneta, Rico J. Puno, Francis Magalona, Jolina Magdangal and Lea Salonga came together to sing about the country’s beautiful sights, delicious food and rich culture in this legendary record. With its feel-good melody and catchy lyrics such as “Halika, biyahe tayo, nang ating makita ang ganda ng Pilipinas, ang galing ng Pilipino,” this song surely moves and inspires Filipinos to travel in our own country. As one line in the song says, “Huwag maging dayuhan sa sariling bayan.”
PILIPINAS KAY GANDA WWW.OURAWESOMEPLANET.COM
2003 - Biyahe Tayo
D E P AR TMEN T OF TOUR IS M
2012 - It’s More Fun in the Philippines The DOT made a fantastic comeback with their “It’s More Fun in the Philippines” campaign—probably their most successful marketing stint yet.
What differentiates the Philippines from every other place in the world is the Filipino. It’s his special gift for transforming what is already a beautiful place into an unforgettable special place.
DOT Secretary Ramon Jimenez, Jr. said, “You take two identical islands, put Filipinos in one, it’s going to be more fun there.” Using funny meme-like photos showing the different things that are more fun in the Philippines such as “change of address” (bayanihan), “my humps” (Chocolate Hills), “board meetings” (surf boarding with friends), and “taking a shower” (swimming under huge falls) among many others, this campaign has placed smiles on many faces. The DOT used social media as its main tool for this campaign and, up to this day, travel posts tagged with #itsmorefuninthephilippines still continue to take over the Internet.
2015 - Visit the Philippines Year
IT’S MORE FUN IN THE PHILIPPINES WWW.OURAWESOMEPLANET.COM
This year has been declared as “Visit the Philippines Year” by the DOT. This campaign seeks to attract tourists by showing them all the things the Philippines has to offer. No matter what type of traveler you are, there’s something for you in the Philippines. In their website (http://visitph2015.com/), people can find a calendar guide wherein all fun events happening all over the country this year (e.g., concerts, exhibits, festivals, etc.) are plotted down. This makes it ultimately easier for tourists to plan out their next Philippine adventure. In line with this, they also released a fun, upbeat video entitled “15 Ways to Have More Fun in the Philippines in 2015” showing interesting suggestions such as “Learn a new dance move... at an 800-year-old dance festival” and “Make new friends where there’s millions to choose from.”
VISIT THE PHILIPPINES YEAR VISITPH2015.COM
These awesome Department of Tourism advertising campaigns truly capture the best of our 7,107 islands and show the world why the Philippines is a place like no other.
Ad Mark L A UR EEN UY
AdL AUR Mark EEN UY
A Fresh Trail Give her a curtain to wear and she’d still look good in it. That’s how Laureen Uy goes through life – by experimenting and trying out new things. The 25-year-old fashion and travel blogger has gone to more than 10 countries, including Germany, Hong Kong, Russia and Malaysia, and has scouted the Philippines for the best beaches. She has also tried at least three hundred outfits during her travels. Maisie Joven
PHOTO FROM BREAKMYSTYLE.COM
Ad Mark L A UR EEN UY
Uy, like her celebrity stylist sister, Liz, is known to be a fashion-forward individual. She describes her style as experimental and edgy. Wearing expensive clothes as well as fashionable pieces from local ukay-ukay stores are also elements of her personal style, according to her interview with Hola! Philippines. In her blog, she posts dozens of photos of places she has visited and events she has attended. Of course, she doesn’t miss a single photo of her outfit during the trip. Similar to a lookbook, her posts include the brands she wears for the people who want to follow her style. Among the brands she has
advertised, she says her favorite clients are Guess, Mango and Uniqlo. Aside from promoting brands, Uy also promotes her travel destinations by offering giveaways to her readers, such as a trip for two to Universal Studios in Singapore just this January. With around 15,000 clicks in a day, Break My Style has been hailed as one of the top fashion blogs in the Philippines.
I guess I was pretty lucky to get recognized with what I love doing.
Along with being a blogger, this busy girl manages to juggle her priorities: acting, endorsing, designing her own clothing line – Style Break – and traveling.
PHOTO FROM BREAKMYSTYLE.COM
Since 2010, her blog, Break My Style, has been up and running. “I was into fashion ever since I was 13 years old. Break My Style was a gift for myself during my birthday in 2010. I made a blog because I wanted a visual diary for myself,” she says.
AdL AUR Mark EEN UY
She admits working while traveling is challenging. “Usually I travel for work so our itineraries are pretty full every day and I still have to blog and answer emails. I guess I have to learn how to manage my time,” she says. However, much like her fondness for style, traveling is what makes her happy.
Traveling is food for the soul. I love traveling because you learn new things and your mind becomes more open to certain things.
Given some free time, she even says she’d “explore the city and be spontaneous.”
told of her first-time visits in other countries. Sometimes, she also travels with fellow bloggers. She believes travel blogging isn’t the same for everyone.
I think you just have to be prepared all the time. We all have our own ways when it comes to diskartes so it’s up to the person how s/he wants to travel.
In the future, she hopes she can inspire and guide more people with her blog, and, like her, dare to experiment.
PHOTO FROM BREAKMYSTYLE.COM
Uy has traveled and blogged countless times about her favorite place, Boracay, but has also
Ad critique C EBU PA CIFIC
Adcritique CEBU PACIFIC
THEY’VE GOT THAT
JUAN THING Admit it, you smiled. Cheesy as they may be, these taglines created a niche for Cebu Pacific in the cutthroat market of budget airlines. By branding itself as a friendly, fun-loving airline, “Cebu Pac” has filled in the role of nutty friend to every Juan on a budget. The consistent style and ethical humor has found its way into typical Filipino banter, solidifying brand recall and creating a trademark.
PHOTOS FROM WWW.WHENINMANILA.COM
On the business side, advertising mainly on social media and print has helped cut costs on the airline’s promotions. Their relatively easy execution allows Cebu Pacific to stay up to date with seasonal changes and current events. The gain from these ads is also easily measurable as they relate directly to sales through advertising low promo fares.
Simple genius. Cebu Pacific has even won Best Print Ad for its “Betcha Buy Bali Now” ad, during the Budgie$ and Travel Awards 2013. But to stand out the way it does comes with sacrifices – particularly in market reach. Travelers who have only grimaces for lines like “Pitch FAREfect” might only be repelled
by their ads. And at this rate, Cebu Pacific is at the opposite end of all things luxury and elite. Foreigners are also out of the loop with these heavily Pinoy-humored ads. Let’s not forget how misleading these rates could be, with all other plane fares excluded from the prices on the ads. It’s hard to believe you could fly wherever in under P100 or even P1000, but there are still those fooled by these “traps.” But hey, even then, Cebu Pacific rates still come cheaper than usual and, coupled with catchy taglines, they reel people in. Whether they’ve made you smile or given you a stomach ache, these ads have served their purpose: to capture the attention of funloving, educated Pinoy travelers who want to go easy on their wallets. And if you’re not feeling the low-cost look, the low, low fares ought to hook you. Bettina Santos Disclaimer: The views expressed in this article are the author’s and do not necessarily reflect or represent the organization’s tance on the issue.
Fea tures T R AV EL R ETAIL
Travel Retail T H E
S I X T H
When one thinks of the term “travel retail”, the most common word or phrase that s/he would associate with it is “Duty Free”. In hindsight, this perception is mainly correct albeit it does not fully capture its essence. On a broader perspective, travel retail is defined as “business undertaken in all the shops located in duty free areas or any areas dedicated to travelers,” according to L’oreal Finance Magazine. “Duty free” refers to imported goods that aren’t taxed. Hence, travel retail is not limited to duty free alone; it also branches out to other distribution channels that cater to the needs of international travelers.
C O N T I N E N T Since it markets to global shoppers, travel retail generates vital revenues for the aviation, travel, tourism and maritime industries. Moreover, sales in these shops are exempt from the payment of certain local or national taxes and excise duties, normally with the requirement that the goods are only sold to travelers who will take them out of the country. According to the Asia Pacific Travel Retail Association, “Products that can be sold duty free vary by jurisdiction and different rules apply based on excise duty calculations, import allowance restrictions and other factors.”
Fea tures TR AV EL R ETAIL
In the Philippines, the Bureau of Internal Revenue tax code determines these. With over 1.087 billion people traveling internationally in 2013, the market for travel retail continues to skyrocket its way to the top, thus prompting luxury brand executives to name it as the “sixth continent” because it possesses its own economy, inhabitants, capital, and cash flow. Based on a research by outdoor advertising company JCDecaux, 96 percent of international travelers stated they “enjoy shopping when visiting a foreign city.” Furthermore, 83 percent consider that “shopping is an important part of their trips” while 68 percent “choose their travel destination according to the shopping opportunities and available brands at the location.”
ILLUSTRATION RYAN DELA ROSA
Given that the customer base is expected to double in the next ten years, the top three bestselling products, namely, beauty, fragrances and cosmetics, are anticipated to become more aggressive in their marketing campaigns.
In 2013, the growing market was estimated to be valued at $48 billion, therefore enticing luxury brands to invest into travel retail, particularly within airports. Evidently, more sophisticated flagship boutiques are being constructed within the vicinity of airports. These are specifically designed to catch travelers during periods of “downtime” (also called “the golden hour”) when they are in the mood to spend. The exponential growth of opportunities beyond the regular course of business in the travel retail industry leaves a lot of room for improvements and, ultimately, a brighter future for the industry. The presence of global shoppers in travel retail outlets provide a substantial amount of customer base that gives brands insights into the nationalities, genders, age groups and customer preferences of a specific cluster. That being said, customers from this industry heavily influence how brands operate their business. Sam Tamayo
Fea tures J A Y J ALLORIN A
SHOOTING SCAPES Jay Jallorina
“I’m not a travel photographer in the usual sense of the word,” Jallorina says. By profession, he is a landscape and advertising photographer. He shares that being deliberate is what sets landscape photography apart from other forms of photography. As a result, perseverance and patience are key qualities that any landscape photographer must have.
When I shoot landscapes, I wait for many factors to coalesce before I even
As part of his job, Jallorina gets to travel to many different locations in the Philippines and abroad. He’s been all over the country from Batanes to Tawi-tawi and has also shot in Dubai, Hong Kong, Kuwait, Singapore and Taiwan. He says the best thing about working as a landscape photographer is “of course, the traveling and the new experiences.” However, there are more benefits to being a landscape photographer. He considers meeting a lot of new people, learning their ways and customs and being immersed in cultures different from his as additional perks to his job. Don’t be fooled into thinking that landscape photography is all about fun and traveling. Jallorina works 24 hours a day, especially when the weather is good. To be able to capture
Jallorina is one of Canon’s 21 ImageNation Brand Ambassadors. His responsibilities include promoting the brand through the use of Canon cameras and lenses, giving talks and workshops organized and co-organized by Canon, showcasing his great photos on Canon websites and promotional activities, and attending activities arranged by Canon.
start considering making a picture . . . . Disappointment is a possibility that I always accept as being part of the game. In this regard, landscape photographers are not as prolific in the number of photographs as other fields of photography will yield.
PHOTO SOURCES JAYJALLORINA.COM.PH
Travelling all around the Philippines is a great way to spend one’s summer. But no adventure would be complete without a camera in hand. For this issue, Juiceletter got in touch with Jay Jallorina, one of our country’s best travel and landscape photographers. Hillary Joven
Fea tures JAY JALLOR IN A such stunning images of sunrises, sunsets and astronomical bodies, he has to be on location even at the oddest hours of the day. “If I have time, I’ll eat and grab some sleep,” he adds, saying that the most challenging part of his job is “listening to my body’s call for a break. I hate to break [my] momentum when the light is radiant. Sometimes I just want to keep shooting till I pass out.” Jallorina did not come this far without hard work and training. He enumerates nine qualities a good landscape photographer should have: mastery of the photographic fundamentals, creativity in composition and treatment of subjects, mastery of light and how it affects all things, patience, perseverance, the ability to work hard, good health to be able to shoot even in adverse conditions and with little rest, humility to learn from others, and acceptance of one’s shortcomings.
Mayoyao Rice Terraces, Ifugao
For all aspiring photographers, his best advice is,
Learning from your mistakes is the quicker way to success. Burgos, Ilocos Norte
Star Trails, Pulag
Fea tures M UST-H A VE TRAVEL APPS
1 PL A N : Packing Pro Packing for a trip is a tricky chore. With the possibility of various scenarios that might happen during your trip, you are resigned to tough decision-making processes that are even harder when working with a limited amount of resources. Packing Pro helps an individual breeze through this procedure by becoming the ultimate packing tool. Just
tell it where you’re going, how long and who you’re going with, and it’ll produce a suggested list (but you also have the option to create your own) of what you and your travel buddies might need – be it essentials, clothes, gadgets, toiletries or other accessories.
PHOTO SOURCES APPLE AND GOOGLE PLAY APP STORES
ILLUSTRATION NIKKI CANLAS
Travelling to new destinations can be considered as a hefty task, especially for first-time travelers. One has to consider a lot of factors such as budget, schedule, itinerary and a whole lot more. But thanks to technology, our generation is able to better prepare ourselves for an adventure of a lifetime with just the tip of our fingers. Here is a list of essential applications you must download before you go exploring the world. Sam Tamayo
MU S T - HAV E TR AV EL APPS
WorldMate Ever wonder what it’s like to have a travel assistant for free? Well, this application arranges your entire trip! All you have to do is to forward necessary details (e.g., flight schedule, hotel booking, restaurant reservations, etc.) to email@example.com and the app will automatically organize your entire trip by generating an itemized itinerary. By doing so, it lessens the burden of having to go through several key points to consider and saves its users a lot of planning time.
4 E XPLORE:
Localeur Most of the time, you have absolutely no idea about the new places you visit. To remedy this problem, you’d have to go through numerous websites to learn what the mustsee locations, must-try delicacies or unique activities of the place are. Localeur offers a better answer to this issue by presenting its users an opportunity to skip questionable reviews and consolidating authentic recommendations from locals of the said place. With it, you’ll be able to filter information and navigate through the place a lot better.
3 COMMUNIC AT E :
World Lens Understanding foreign signs is quite complex, especially if you have no prior knowledge about the country’s language. Relying on context clues to help you get by isn’t the best method; it might even be risky. Word Lens, which is now embedded in the Google Translate app, helps you by using your device’s camera to detect text and automatically translating words and sentences right off the bat. It’s convenient like that.
5 D O CUMENT:
Trip Journal As a traveler, it is normal to want to capture everything – from the moment you set your foot on the new place up to the second you are about to leave it – and then share it with your loved ones. Luckily, an app enables its users to post real-time updates about their journeys and show these to their friends, such as visited locations, photos, videos, comments and blog entries. Awarded as the #1 Travel Application by Google, Trip Journal gives its patrons a unique opportunity to document and share their latest adventure by supplementing accurate and detailed information.
POSTER KRISTIAN TAYO
Fea tures U LTI M ATE PHO TO WALK C HA L L E N GE
U L T I MAT E P H O T OW ALK CHAL LEN GE
With game faces on and their cameras ready, members and future members of University of the Philippines (UP) Advertising Core braved the Ultimate Photowalk Challenge on April 11. This event put to the test what the participants learned from this semesterâ€™s AdSchool Main Series, a weeklong learning session about creative design, which focused on photography. Under the morning sun, the participants went around campus with one goal in mind: to capture that perfect shot. Mary Anne Balane
Members of the UP Photography Society (UP OPTICS), namely, Roxanne Magtalas, Neomi Latoza and Justin Concepcion, were invited to facilitate the Photowalk. Before embarking on the Photowalk route, a quick orientation took place at the Virata School of Business. The participants were given tips and checklists of five categories they had to shoot within the duration of the event: Fear, Tranquillity in Noise, The Daily Grind, Simple Joys and Your Story. Upon reaching Area 2, the first destination, the facilitators started by showing some sample shots. The group then split up so that the participants could maximize the fifteen minutes allotted for each station. They also took photos at the subsequent stations which were the Carillon, the Lagoon and the Institute of Biology.
Ryan Tadina, Simple Joys, DSLR
DSLRs were not the only cameras used during the event. Because the Photowalk event promoted the idea that one does not necessarily need a state-of-the-art camera to produce a great photo, some participants sported point-and-shoot gadgets such as tablets and smartphones as their chosen photo-taking device. Winners of each category for both DSLR users and point-and-shoot users received personalized bag tags. Among the DSLR users, Simoun Bayudan and Ryan Tadina emerged as the winners, the former for the Fear, Tranquility in Noise and The Daily Grind categories while the latter for Simple Joys and Your Story. Meanwhile, among the point-and-shoot users, the winners were Mary Jo Evora for Fear and Simple Joys, Bess Valencia for The Daily Grind, Ryan Tadina for Tranquility in Noise and Camille Bugayong for Your Story.
Camille Bugayong, Your Story, Point-and-Shoot
Pulpy goodness A RTWOR K S
N Y G OOD
1 Chloe Teves, “Jetty” 2 JC Ballesteros, “Highway” 3 Jasper Cajilig, “Nostalgia”
Pulpy goodness AR TW OR K S
4 Laine Bringuelo, “Modern” 5 Arianne Cubangbang, “People’s Park in the Sky”
Pulpy goodness A RTWOR K S
6 JC Ballesteros, “Grand” 7 Alexa Victorio, “Great Wall of Coron, Palawan” 8 Bianca Ysabelle Cirio, “Go with the Flow” 9 JC Ballesteros, “Paradise” 6
Pulpy goodness AR TW OR K S
N Y G OOD
10 Monique Danao, “Waterscape” 11 Chloe Teves, “Canine” 12 Danica Sy, “To Greater Heights with the Greatest Company”