Duty Free ad wins int’l acclaim


MANILA, Philippines—“Paskong Pinoy,” Duty Free Philippines’ 2011 ad campaign that evokes “the Filipino Christmas spirit shared with family and friends after being far away” from home, has been recognized by two award-giving institutions, international and local, the DFP announced in a statement.

For “harnessing the emotions and nostalgia of today’s Global Pinoy, this campaign presented a complete range of powerfully evocative sights, sounds, symbols, festivities and traditions of a truly Filipino Christmas celebration,” the DFP, which marked its 25th anniversary this year, added.

The first citation came from the 28th Frontier Awards, an annual event held in Cannes and known as the “Oscars of the Travel Retail Industry.” For a second year, Duty Free Philippines was a finalist in the Best Marketing Campaign category, putting it in the same league as travel retail giants like Dubai Duty Free and the London Supply Group, the statement said.

In the country, DFP’s ad campaign was a finalist in the Philippine Quill Awards in the Marketing Communications category.  The citation came from the International Association of Business Communicators Philippines, the local chapter of the San Francisco-based IABC which counts over 15,000 member in more than 80 countries.

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  • Buknoy Bisaya

    another paid advertisement

  • bobybooboo

    I browsed through the website of Frontier Magazine and didn’t find Duty Free Philippines winning an award. Then, I read again the article and it says pala that DFP is only a finalist. Haaay, just for press release….

    • yesyesyo


      The news clearly said “was recognized” and “a citation”. it did not mention winning. But a citation is just like winning out of thousands of entries worldwide. It is indeed an international “acclaim” as the title correctly puts it.

      • Iggy Ramirez

        Title says “wins”, which actually what lured me to read. Do I feel like I was deceived. Yes.

        You’re right. Out of several thousands of entries worldwide, it is just like winning. But truth be told: It is not really winning.

  • Marlou Wang

    Wow!!!! Isang napakalaking karangalan!!! Mabuhay ang Pinoy!!!

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