THE MABINI WAY

A Tourism Campaign for Anilao, Mabini Showcasing Authenticity Through the Community in Action: A Proposed Advertising Campaign Aimed at reviving the tourism industry of Mabini, Batangas

Andie Remulla

The COVID-19 Pandemic put a halt to tourism on a global scale. Mabini Municipality is one of the places heavily affected by the resulting travel bans as its economy relies mainly on tourism and hospitality. People with livelihoods related to Tourism and Scuba Diving were heavily affected at this time. Mabini’s unique environment makes it beautiful, but also allows for countless opportunities in outdoor sports and leisure. Mabini’s culture is not that distinct from its home province of Batangas but does boast an exceptional community displaying the distinctly Filipino value of bayanihan. Tourism must revive in the area in order to enliven the economy and better the livelihoods of Mabini Community members.

The Mabini Way is a photo campaign advertising the authentic modes of communication and experiences of the Mabini community. The Mabini Way wishes to capture the ways in which their activities are interesting, exciting, adventurous and normal for the community. The photo-campaign, which will be carried out through Instagram and Facebook, features six elements. The Mabini community member is the subject of the photograph. The action is what the person is doing. The environment is the surroundings of the person within the Mabini area. The phrase describes the action and is the featured typography. The description will put names to their faces and is vital in communicating their humanity to the audience. The secret to this campaign is that it is modular implying endless possibilities for variation. The Mabini way campaign material will bridge the gap between travelers and locals and aid in the economic recovery of the area.

Andie Remulla is a graphic designer and visual artist in based the Philippines. Being a craftsman at heart, she is focused, methodical and highly dedicated to building her skills.

Email: andievtr@gmail.com

Instagram: @andieremulla