TOURISM Secretary Ace Durano said the tourism traffic in Baguio is not dependent on the 21st Philippine Advertising Congress.

“All of our tourist destinations, whether it will be held in Cebu before, Subic or Baguio, these tourist destinations are not fully dependent in this event,” Durano said.

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Originally, the Ad Congress this year is to be held in Baguio. But due to the devastation caused by Typhoon Pepeng to the city, the Advertising Board decided to transfer the event’s venue to Subic.

According to Durano, the move will not affect the tourism in the area and like Cebu, Bohol, Boracay, and Subic, Baguio is a year round destination and the numbers of visitors going in and out of the province will remain normal.

In an email message to Sun.Star, Charmaine Canilla, president of the Advertising Board, said the cancellation was made to give way to the major road constructions going to Baguio.

“The venue was moved barely a month before the Ad Congress to give way to much needed road reconstruction on the route going to and from North Luzon that were affected by the successive typhoons,” Canilla said.

She added that the vehicles that will transport 3,000 official and 1,000 unofficial delegates and the equipment they will be needing would "hamper the rebuilding of the affected roads in the region."

The board decided to hold this biannual event to Subic, where the 20th Philippine Advertising Congress took place.

“Apart from the availability of the convention center with the limited time available, partnering with an experienced entity was critical,” Canilla said.

Update in Subic

With the preparation going in full swing and all logistic requirements are in place and hotels are ready, Canilla said they will bring part of Baguio in Subic.

The catering service will still be from Baguio and exhibitors from Baguio will still be welcomed in Subic.

“The Mayor of Baguio City has kindly agreed to still be an active part of the event,” she said.

Participants

The Advertising Board is expecting about 3,000 participants and more attendees for the Araw Awards night.

Canilla said the delegates will be from the marketing and advertising industry such as the advertisers; sales people; creative shops and design studios; media buying agencies and media suppliers; TV and radio networks; newspaper and magazine publications; advertising suppliers such as production houses, printing shops, directors, producers, talents; cinema suppliers; research companies; the academe and students of marketing and advertising.

Apart from the congress proper, the board also scheduled sports and special events for the delegates like golf games, fun run, three-point shootout, and leap of faith.

According to Canilla, the 21st Ad Congress will not only be beneficial on the part of the advertising practitioners but also in the business and the society as a whole.

"The Congress delegates will get relevant learning that will improve productivity and sustain professionalism. They will be updated with global best practices in marketing and advertising," she said.

The Proceeds of the golf tournament, fun run, Araw Awards night and other special events will go to the Philippine National Red Cross (PNRC) and PNRC Baguio Chapter for the benefit of the Benguet typhoon victims. (Glaiza Jarloc/Sunnex)