PGLU conducts tourism branding workshop

CITY OF SAN FERNANDO, LA UNION – The Provincial Government of La Union (PGLU) led by Gov. Francisco Emmanuel “Pacoy” R. Ortega III held a Consultation Dialogue and Workshop on Tourism Branding on August 29, 2017 at the Diego Silang Hall, Provincial Capitol, here.
The Multi-Sectoral Governance Council (MSGC) headed by Geraldine R. Ortega, Senior Transformative Leadership Team (STLT), PGLU Department Heads and Hospital Chiefs, tourism and planning officers from local government units, and initiative team of branding and marketing attended the event.
Governor Pacoy, through Provincial Administrator Geoffrey S. Tilan, welcomed the attendees of the workshop and appealed to their collective creativity to come up with ideas to change La Union for the greater good of its people. The governor hopes to tap the passion and imagination of the attendees to determine the brand for La Union Tourism given the province’s natural bounty and beauty.
Department of Tourism-Region 1 Director Martin S. Valera headlined the event by sharing his expertise and experience, and facilitating the workshop that followed. His discussion involved pinpointing the different key factors in promoting a brand like identifying the travel motivations of people and developing the market for them.
The attendees were grouped for the workshop where they were tasked to propose a brand for La Union. The groups produced different brands and campaigns for the province revolving around the concept of love for the province and the warm hospitality of its people such as “Feel the Love of La Union,” “Discover the Love in La Union,” “La Union Cares,” and “La Union: Where you Fill your Heart with Love.” The consultation and workshop aims to further enrich the technical capability of the province in breaking more records in tourist arrivals and to better pave the way for La Union in becoming the Heart of Agri-Tourism in Northern Luzon by 2025. MARCEL A. FLORENTINO, PITO-La Union / ABN

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