Guided by the transformative governance and P.U.S.O Agenda of Gov. Raphaelle Veronica “Rafy”
Ortega – David, the Provincial Government of La Union (PGLU) through the La Union Provincial Tourism Office (LUPTO) conducted a Branding and Marketing Capacity Development Workshop on December 6 – 8, 2022 at Venus Parkview Hotel, Baguio City. Said workshop aims to capacitate and equip the members of the La Union Culture Arts and Tourism Officers Association (LUCATOA) in identifying and creating a brand that will reflect the vision of their municipality.

As Governor Rafy said in her speech, “We will enhance and elevate our tourism sector by our sheer hard work and determination in helping our Kaprobinsiaan. PGLU will continue creating programs to boost the tourism industry in the La Union.” As an initial and indispensable component of branding marketing, the first speaker, Mr. Jimmy A. Domingo, a professional photojournalist and educator from University of the Philippines – Diliman discussed the fundamentals of photography.

He also talked about mobile phone photography, visual literacy and reading pictures. As part of their photography workshop, the group were also given the chance to shoot using their mobile phones during their photo walk activity. Image enhancement and post processing were also
discussed by Mr. Domingo. He also shared various applications and techniques in photo editing. He also stressed that, “a good photo deserves a good caption.” After the photography and editing
session, he also talked about photo captioning.

He highlighted the important components in formulating a good title and caption. Lastly, a captioning activity was also conducted followed by a critiquing to further assess their outputs.
Another relevant topic discussed is the Integrated Marketing Communications and its components which were presented by Ms. Katrina Payad, Shopee Marketing Analyst. She discussed how to create an Integrated Marketing Communication Plan. As a result, the participants were able to learn the steps to develop a brand and marketing initiatives for their respective municipalities.

After the said discussions, a LUCATOA Year End Assessment Program was conducted. Members of the association, expressed their gratitude to the PGLU for conducting such training and for its continuous support to the local government projects. During the program, the members presented their major projects, programs, and activities in 2022. In his closing remarks , Mr. Arthur S. Cortez, Provincial Tourism Officer assured the Tourism and Culture and Arts Officers the full support of the PGLU to LUCATOA and its projects. LUCATOA, on the other hand, pledged to embody
#LaUnionProbinsyanihan in all its undertakings and shall continue to be PGLU’s key partner in the attainment of our vision to be, “The Heart of Agri- Tourism by 2025“.

Amianan Balita Ngayon