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Philippines Tourism - an #IPASocialWorks case study (Updated 2015)

This case is an example of how national brands can tap into patriotism and social cohesion by illustrating how the Philippines tourism industry used the social media enthusiasm of Filipinos round the world to spread its messages.

It includes an initial campaign emphasising the country's fun aspect and worldwide 'thank you' messages sent in response to the global support and help that came to the Philippines in the wake of a typhoon.

This case study is part of the #IPASocialWorks initiative which brings together the IPA, The Marketing Society and MRS with sponsorship from Facebook, LinkedIn and Twitter, to identify good practice in social media effectiveness and measurement.

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