Marketing & PR Lead (2nd Consecutive Year)
📍 SMX Convention Center, Manila | 🗓️ September 5–7, 2025
🎯 Theme: Boosting the NextGen Tourism
For the second year in a row, the team led the full-scope marketing and public relations campaign for the Philippine Travel Mart — the country’s longest-running and largest travel trade expo. With strategic planning and execution across multiple platforms, PTM 2025 achieved increased foot traffic and visibility compared to the previous year.
Challenge
The Hotel Sales and Marketing Association (HSMA) needed to boost online awareness and drive sales for its major campaigns, including the annual September Online Sale (SOS). The goal was to amplify their digital presence, engage new audiences, and turn content into conversions.
Digital Marketing Strategy
Social Media Campaign
Produced daily content for Instagram and Facebook:
countdowns, promo spotlights, influencer videos, real-time updates, and wrap-ups.
Managed a mix of static posts, reels, and stories aligned with the event’s four core pillars:
sustainability, inclusivity, innovation, and wellness.
Meta Ads
Developed and launched geo-targeted ad sets focused on:
Ticket conversions
Delivered a high ROI in terms of reach and engagement.
Community Management
Engaged with thousands of event followers and prospective attendees by handling DMs, comments, and real-time questions.
Data Reporting
Generated and analyzed insights weekly — including follower growth (+15.5%), ad performance, and top-performing content.
Public Relations & Media
Media Launch Event
Produced and hosted a media preview with curated guest list from lifestyle, travel, and business publications.
Press Coverage & Broadcast Exposure
Secured features and interviews on major platforms including:
– SPOT.ph, Philippine Star Life, When in Manila, Discover MNL
– Radio & TV: DZMM, Magic 89.9, ANC, Bilyonaryo News Channel
PR Deliverables
Created and distributed press kits, official press releases, and media advisories.
Compiled a full post-event PR report with reach, value, and media placement breakdowns.
Results
Increased Foot Traffic & Engagement
Thousands attended the 3-day event, with visible increase in foot traffic vs 2024.
Brand & Media Visibility
Widespread media exposure through over a dozen media partners.
Influencer collaborations drove traffic and conversions pre-event and onsite.
Cultural & Regional Celebration
Highlighted the uniqueness of each Philippine region through content, press, and partnerships.
