A Taste Of The Philippines
Shoppers at Westfield London were treated to a week of fun and cultural entertainment as the Philippine Department of Tourism staged the Philippine Tourism Week to give patrons of this luxury shopping and leisure destination a glimpse of the beauty of the Philippines through music, dances, fashion and the warmth and fun spirit of the Filipino people. Ranked as the number one shopping centre in the UK with a footfall of over 23 million annually (500,000 per week) and boasts of over 300 retail shops and services, Westfield London is indeed the perfect choice for the first mall consumer activation for the Philippines.
One of the highlights of the week-long extravaganza was a unique artistic presentation dubbed “Philippine Tapestry” showcasing the exquisite fabrics and indigenous weaves as interpreted by Top Filipino Designer Renee Salud. The collections were seamlessly fused with traditional and delightful music rendered by former Miss Saigon sensation, Ms. Ima Castro, and the award-winning musical group, The Ryan Cayabyab Singers.
Equally enjoyed by the crowd were the traditional Filipino dances performed by the Lahing Kayumanggi Dance Company, the amazing tricks and skills exhibited by world champion flair bartender, Dennis Barela, and the grand finale where all the performers sang and dance to “It’s More Fun in the Philippines” creating a contagious energy greatly felt and applauded by the audience.
Almost 40 shows were staged altogether including two fashion each day and in between performances, visitors to the Philippine Pavilion immersed themselves in a multi-faceted Philippine experience using the virtual reality goggles, food and drink samplings by Romulo Cafe, photo booths with the country’s iconic sights whilst interacting with the Filipinos who provided information on the Philippines as a holiday destination.
Onsite promotion and sales of tour packages to the Philippines were done by travel partners Jules Verne, Crystal Travel, Selective Asia, Premiere Holidays and Philippine Airlines. As an incentive, visitors were also invited to join the raffle featuring a 7-day holiday for two to the #bestislandsintheworld Boracay and Palawan courtesy of Philippine Airlines and partner hotels Conrad Manila, Discovery Primea, Club Paradise in Palawan and Dicovery Shores in Boracay.
As a special treat to the Filipinos residing in the UK, November 5 was slated as Bring Home A Friend Day to encourage them to join and support the campaign as ambassadors of Philippine Tourism.
Along with the various offerings and performances at the atrium, Philippine tourism campaign materials dominated the digital screens at the food hall, atrium and video walls dotted throughout the shopping centre whilst giant 14-meter high print ads on the Southern Terrace Walls greeted Westfield patrons coming from the Shepherds Bush underground and overground stations, making the Philippine Tourism Week truly felt throughout Westfield London.