In true Pinoy shopper fashion, the Philippine Ad Congress is a bigger bargain than elsewhere in the Region. Consider ten sessions with world-class speakers, excluding meals and accommodations, for only PhP16,500 (around US$350). Early Bird registrants of Perspectives: the 21st Philippine Advertising Congress got theirs for a steal at P12,500 (around US$260). Only in the Philippines!
At press time, Early Bird registrations had surpassed the consistent 10% bar of previous years. Most of the worm catchers came from host organization, the Philippine Association of National Advertisers (PANA). Sponsors movement in Spectrum, the AdCon Trade Exhibit, seems to reflect delegate enthusiasm or pragmatism, perhaps. Per Allen Velez, co-chairman of said committee, “The response is going very well. Booking prime spots is initially exclusive to PANA members until June 13 before the selling becomes available to other advertisers in the industry.”
Hosted by the Advertising Congress PR Committee, a press conference was held last March 26 at the Hotel Intercon that featured Keynote speaker/Honorary Chair Fernando Zobel de Ayala, Baguio City Mayor Peter Rey Bautista Jr., Overall event chair Margot Torres and Philippine Association of National Advertisers (PANA) President/AdBoard Chair Charmaine Canillas. The AdCon personalities were chosen to raise the media profile of the biennial industry event, as well as address general matters behind media and advertising spending in light of global economic uncertainty. Next up is a presscon for Baguio’s local media.
Zobel de Ayala, a businessman and philanthropist from one of the Philippines’ most prominent families, admitted never having attended the AdCon but expressed his excitement at finally taking part. “The theme ‘Perspectives’ came up when things began to turn around in the world, and it is appropriate at this time in offering different points-of-view, and allows us to show our flexibility, how to reconfigure and how to face the turn of events," he stated.
Host city Baguio Mayor Peter Rey Bautista, whose City celebrates its centennial, unveiled a list of activities leading up the Congress, including cultural shows at Burnham Park and ghost-hunting, as well as a flower-salad festival. "Accommodations, traffic (management), water are problems of the past. Baguio is definitely able to commit better hosting of the AdCon this year. I am committed to the organization and to the Ad Congress," vowed Mayor Bautista.
Torres and Canillas took turns emphasizing the activities making their debuts this year. Unlike previous AdCons, this year’s trade exhibitors are encouraged to go beyond publicity to offer “AdCon exclusives” directed at a high and easy, ROI. "Sponsorship costs have been toned down and so (sponsor) commitments came early," Torres stated. Canillas followed with, “We’ve put the (sponsor) cost down and pushed partners for better results with less spending. With the market expenses [spending)] down 20-30%, they have to be more creative using correct media. We are committed to the consumers by providing a choice. You can only do that if you continue to advertise."
It will also be the first green AdCon where USB drives instead of paper, and walk and hike, and ‘No Vehicles’ zones is expected to keep carbon footprints at baby-step sizes. It should follow that fewer traffic snarls and trash will litter the host city.
The Ad Congress is a biennial event of the Philippine Advertising Board (AdBoard) and will be held Nov. 18-21, 2009 in Baguio City.
