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PH launches ‘Make It Happen’ campaign as new global investment promotion brand

“MAKE It Happen in the Philippines” is a multi-sector and multi-market campaign to showcase the Philippines as a leading Asian location for growing businesses.

The campaign highlights the country’s highly skilled and resilient human resource that is elevated by a “make-it-work” mindset that showcases strength and adaptability, even in times of adversity. The “Make It Happen” campaign was developed in partnership with the UK Government’s Investment Promotion Programme.

The World Bank and International Monetary Fund forecast a V-shaped recovery for the Philippine economy, rebounding by as much as 6.8 percent in 2021. The country’s highly skilled and English-speaking workforce, abundant natural resources, strong domestic consumer market, and strategic location in Southeast Asia underline its key competitive advantages. The Philippines is focusing on rapid industrialization and infrastructure development as vital economic drivers, presenting many opportunities for foreign participation.

Philippine growth has been driven by its capabilities in electronics manufacturing, automotive, aerospace, IT, and health. It has also enticed global businesses such as Siemens AG, Dyson, Mitsubishi, and Lufthansa Technik, to establish a local base.

Data released by the Bangko Sentral ng Pilipinas showed that even with the health crisis, foreign direct investments (FDI) figures showed an increasing trajectory, growing month-on-month this year as against last year. FDI growth in May of this year grew to US$402 million to 39.10 percent from only US$289 million in the same month last year. For June 2020, FDI figures grew 7.13 percent to US$481 million from US$449 million. A significant growth of 35 percent was also recorded in July 2020 to US$797 million from only US$590 million in the same month last year. Philippine FDI is projected to reach $7.0 billion in 2021.

Promoting the market’s resilience, adaptability and positive “make-it-work” mindset, the “Make It Happen in the Philippines” brand will be brought to life with a suite of bespoke digital, social media, event, and print marketing collaterals. The campaign has already launched its new multilingual digital investment platform– www.philippines.business – making it easier for investors to connect with BOI’s investment specialists.

The Philippine Trade Secretary and BOI Chairman Ramon M. Lopez said: “Against a difficult global economic and business backdrop, the new ‘Make It Happen in the Philippines’ campaign highlights our continued strength as a foreign investment destination and our resilience in the face of unprecedented challenges.

“The Philippines continues to be a vital place to do business in the world and is recognized as one of Asia’s leading economies and fastest-growing emerging markets. With the current health crisis affecting the world economy, we have acted swiftly with a range of incentives and measures to maintain ease of doing business and mitigate the impact of Covid-19 for businesses. A ‘roll-up-your-sleeves’ and ‘make-it-work’ mindset, as well as a service-orientated business ethic position the Philippines well for the future,” Lopez said.

“We are excited to launch our new campaign, which is a partnership between the Philippine and UK governments that has brought together the expertise of international communication experts from both parts of the world,” Minister Lopez added.

Meanwhile, the UK government’s Ambassador to the Philippines Daniel Pruce stated: “The Philippines is an important economic partner for the UK. The launch of the Philippines’ first sustained multi-sector and multi-market brand is designed to drive FDI inflows. It underlines the significance of international partnership and cooperation in helping economies to grow and people to thrive.”

“This iconic new investment brand highlights that the Philippines is a great place to do business,” Ambassador Pruce said. “The UK Government is delighted to be working with BOI on this campaign as it demonstrates the close economic relationship between the UK and the Philippines,” the British diplomat added. / PR


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