Philippine News

MSAP’s Ascendant: The 2017 Media Congress kicks off in partnership with DOT

The Media Specialists Association of the Philippines (MSAP) kicked off Ascendant: The 2017 Media Congress at CAP John Hay in Baguio City with the opening of its Media Marketplace exhibit composed of media partners, networks, publishers, and other local organisations. The ribbon-cutting ceremony was attended by Department of Tourism (DOT) Secretary Wanda Teo and other officials. 

Jam de Guzman, Media Congress Exhibit Chairman, welcomed delegates and exhibitors alike to the 2017 Media Congress, which runs from September 6 to 9. “The fact that most of you travelled long distances serves to remind us how important our work is and how committed we all are in harnessing our craft and moving our beloved industry forward,” he said. 


He also gave a rundown on the proceedings happening over the next three days — the business sessions on Thursday, September 7 and Friday, September 8, a number of activities including a fun run led by the Outdoor Advertisers Association of the Philippines, city tours, CSR programs with the DOT, and finally, the Ice Awards, which recognizes and celebrates exceptional work by media companies, on September 9, Saturday. 

The business sessions are much awaited by the delegates, with media experts from the local and international scenes taking the stage to tackle the latest trends and issues affecting the industry. “Everyone will be immersed in an intensive festival of learning that will hopefully challenge the way we think about media, and inspire award-winning ideas,” De Guzman said. 

He added, “with Ascendant, we’re taking a big step forward in redefining the role of media agencies, not just in the industry, but in building the country through responsible marketing, developing exceptional talent, and promoting world-class Filipino products and services as well as establishing our nation to be at par with the best.”

MSAP-DOT partnership

In a push to promote Baguio as a preferred tourist destination and venue for conferences, summits, and other such events, the DOT has partnered up with MSAP and is co-presentor of the 2017 Media Congress.

According to Sec. Teo, the DOT and MSAP have been wanting to work with each other to mount the Media Congress in Baguio. The city last hosted an event for the industry back in 2005 for the Philippine Advertising Congress. This year, Baguio once again becomes host to one of the biggest industry gatherings in the country. 

Department of Tourism-Cordillera Administrative Region (DOT-CAR) Regional Director Venus Tan also cited the Media Congress as a venue to promote the department’s RevBloom project. The program aims to “revisit, revitalise, revive, and rev up the bloom” in Baguio City, which has become congested due to overbuilding and a huge increase in population. 

“RevBloom provides a certain sense of belonging, right of place, and advocacies in reviving what was lost. The idea of revving up what is culturally there but missing now — the appreciation of nature, of culture, of reviving the environment and helping it, of our desire of being partner in the climate change advocacy is part and parcel of the tourism objectives as well,” Tan explained. 

She added, “our objective is not merely promoting destinations, but the biggest factor here is the people and grassroots community should be part of that advocacy so they become part of nation-building. that’s what tourism is about.”

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