SMX Convention Center, Manila | September 4–6, 2026
Theme: Nurturing the NextGen Tourism
Rally: Discover Your Philippines
Three Years. One Growing Tourism Platform.
For the third consecutive year, CIA & Co. led the integrated marketing, social media, influencer, and community engagement campaign for the Philippine Travel Mart (PTM) — the country’s longest-running and largest travel trade expo.
Building on two years of campaign learnings, the 2026 strategy focused on taking PTM beyond event promotion, transforming it into a high-energy digital tourism platform that inspires discovery, drives attendance, and connects travelers with destinations, tourism businesses, and industry partners.
From strategic campaign planning and always-on social content to paid media, influencer partnerships, and community management, CIA & Co. managed the campaign across the full digital-to-onsite journey.
Challenge
With thousands of exhibitors, destinations, tourism businesses, and travel offers competing for attention, PTM needed to keep its relevance fresh for a new generation of travelers.
The challenge was to:
Build anticipation months before the event
Drive ticket sales and registrations
Increase awareness among younger and digitally engaged audiences
Give exhibitors and destinations meaningful digital visibility
Turn social engagement into actual event attendance
Sustain momentum throughout the three-day event
The strategy needed to make PTM feel less like a traditional trade expo and more like the country’s biggest celebration of Philippine travel.
Integrated Digital Marketing Strategy
Social Media & Content
Developed and managed an always-on content ecosystem across Facebook and Instagram, combining:
Destination storytelling
Exhibitor spotlights
Travel deals and promotions
Event countdowns
Influencer-led content
Reels and short-form video
Interactive community content
On-ground event coverage
Real-time updates and post-event storytelling
Content was built around PTM 2026’s three campaign pillars:
DISCOVERY
Inspiring audiences to discover destinations, experiences, and travel possibilities across the Philippines.
CONNECTION
Connecting travelers with exhibitors, tourism stakeholders, airlines, hotels, and industry partners.
EXPRESSION
Giving destinations and tourism brands a platform to tell their stories in fresh, engaging ways.
Meta Advertising
Developed and managed targeted Meta campaigns designed to move audiences from awareness → consideration → action.
Campaign objectives included:
Event awareness
Ticket sales
Event attendance
Destination and exhibitor discovery
Retargeting engaged audiences
Audience targeting was strategically segmented by geography, interests, travel behavior, and engagement signals to maximize campaign efficiency and reach high-intent travelers.
Influencer Marketing
Built influencer partnerships to extend PTM’s reach beyond its owned channels.
Creator collaborations were designed around authentic travel discovery — bringing the Philippine Travel Mart experience directly into the feeds of travel, lifestyle, family, and tourism audiences.
Influencer content supported:
Awareness → Excitement → Event Visit → Onsite Engagement
Community Management
Managed the digital community throughout the campaign, responding to inquiries, comments, ticket questions, exhibitor information, promotions, and event-related conversations.
The objective was simple: turn online interest into real-world attendance.
Real-Time Event Marketing
During the three-day event, the campaign shifted into real-time coverage mode.
The team captured and amplified:
Visitor experiences
Exhibitor activations
Travel deals
Destination highlights
Partner moments
Influencer visits
Crowd energy
On-ground announcements
This allowed PTM to remain highly visible online while the event was happening — creating a digital extension of the physical experience.
A Three-Year Partnership
What began as a campaign has evolved into a three-year strategic partnership.
Each year, the work builds on the previous campaign — using audience insights, content performance, media learnings, and evolving travel behaviors to continuously sharpen the strategy.
2024 → Building Awareness
Establishing a stronger digital presence and expanding PTM’s audience.
2025 → Building Engagement
Strengthening content, influencer, paid media, and PR to drive greater participation.
2026 → Building Community
Positioning PTM as an always-on digital tourism platform that connects people with the Philippines.
Results
Stronger Digital Presence
Expanded PTM’s visibility across social, paid, influencer, and earned media channels, creating a consistent digital presence before, during, and after the event.
Increased Event Engagement
Strategic content, paid campaigns, and creator partnerships helped drive awareness, conversations, ticket interest, and onsite participation.
Greater Destination Visibility
More than an event promotion, the campaign gave Philippine destinations and tourism businesses
