Ad campaign for Taiwan’s No. 1 ice cream showcases Bohol’s attractions

The pristine white-sand beaches of Bohol, Philippines captivated the makers of DuRoyal, the No. 1 ice cream brand in Taiwan, to be its featured location for their latest TV ad.

The pristine white beaches, crystal-clear waters, and historical landmarks, are only among the attractions of Bohol that captivated the makers of DuRoyal, the number one ice cream brand in Taiwan, which led them to make it the location for their ad campaign shoot for 2009.

Every year, DuRoyal spearheads a unique promotional drive for their summer months, and this year they chose Bohol, Philippines, for their main location. The campaign also includes a raffle that would entitle one hundred lucky winners to a dream trip to the country.

According to Secretary Ace Durano of the Department of Tourism (DOT), whose team hosted the crew for the duration of their shoot, “The country’s exposure in an international commercial for a successful ice cream brand reaffirms our country’s position as a best-selling summer destination. Our partnerships with leading companies continue to strengthen the Philippines’ international marketing links.”

Durano added that at the recent visit of DuRoyal executives in Bohol, they were impressed with the hospitality of the Boholanos as well as its serene and appealing environment.

Eduardo Jarque, Jr., Undersecretary for Tourism Planning and Promotions, also noted, “The producers commented that Bohol was the perfect choice for their ice cream brand’s latest ad campaign, to be launched in time for the summer holidays in Taiwan.”

DuRoyal was declared as the number one ice cream brand in Taiwan, according to Breakthrough Magazine, their country’s leading publication, and the International Center of Photography (ICT) Marketing Year Book.

Aiming at providing quality ice cream to the Taiwanese market because of its strict selection of the world's finest ingredients for their products, Duroyal maintains the highest standards.

In fact, DuRoyal’s bestselling product Crunch Pie overtook McDonald's and Coca Cola as the leading consumer product in the Taiwanese market. Their packaging design was awarded the Taiwan Packaging Star for five consecutive years, also receiving the Worldstar Excellence in the international competition.

Dir. Rica Bueno, Marketing Head for DOT Team Asia Pacific, said,“One of the highly-regarded consumer brands in Taiwan choosing the Philippines as the main highlight of their campaign is a privilege we are grateful for.”

"Around thirteen members of Taiwan TV production crew together with four representatives of the ice cream company arrived in Bohol for a three-day shoot for its commercial, featuring the spectacular views of the Bohol Beach Club and the Panglao Island Nature Resort,” Bueno further said.

The TV commercial is part of the joint promotions campaign of the DOT and DuRoyal to feature the Philippines’ attractions through its ice cream product line. The campaign is running until the end of August this year.


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