Early bird registration ends Tuesday, March 31
With ten sessions of world-class speakers, the 21st Philippine Ad Congress is a bigger bargain than elsewhere in the Region — especially at its early-bird price, which ends Tuesday, March 31.
This was one of the things revealed at the national media press conference, held Thursday, March 26. 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 got the drumbeat going, toward raising the media profile of the biennial industry event.
Zobel de Ayala, who admitted never having attended the AdCon, expressed his excitement at being part of it. “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.
Meanwhile, in true advertising fashion Mayor Bautista started off with imagery: “beautiful Baguio with mountains so grand, with moss so fine, lilies and flowers bedeck its mountainside.” The Mayor, whose City will is now celebrating 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. He also emphasized that "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. A lot is in store in Baguio. Come up and see for yourself."
For her part, overall chair Torres emphasized that this year’s Congress will have various firsts. Unlike previous years, trade exhibitors will be encouraged to go beyond publicity to offer “AdCon exclusives” directed at a high and easy, ROI. It will also be the first green AdCon, with USB drives, encouragement to walk and hike, and ‘No Vehicles’ zones will ensure a minimal carbon footprint — and fewer traffic snarls and trash left behind in the host city of Baguio.
Responding to the Inquirer”s question on the viability of charging fees considered high by some, Torres stated that “there has been no increase in the rates from the previous year,” and added that the Early Bird rates offer a significant P4,000 discount. "We have already toned down the sponsorship costs and because of this (sponsor) commitments came early," she continued. Canillas added, “ That’s P12,500.00 for ten sessions with world-class speakers. There’s no way you can get that anywhere else in the Region. For sponsors, the ROI [comes because] we’ve put the 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."
The presscon also featured contract signings with the major sponsors and exhibitors. Chairpersons from other AdCon committees also graced the event. Next up: a presscon for Baguio’s local media.
The Ad Congress is a biennial event of the Philippine Advertising Board (AdBoard) and will be held Nov. 18-21, 2009 in Baguio City. Early bird registration ends Tuesday, March 31, 2009. Here’s a video to tell you all about the Congress’ theme:
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In photo: Overall Ad Congress Chair Margot Torres, Keynote Speaker/Honorary Chair Fernando Zobel de Ayala, Baguio City Mayor Peter Rey Bautista, Jr., and PANA President and AdBoard Chair Charmaine Canillas.
