Challenge
Booming tourism in Baguio and the Cordillera region triggered severe urban congestion, waste management issues, and rising temperatures. To alleviate pressure on Baguio, the Department of Tourism Cordillera conceptualized “RevBloom” to divert tourist traffic to neighboring towns while promoting sustainable, community-driven tourism. However, the movement initially suffered from low public visibility, a weak digital footprint among millennial travelers, and limited volunteer participation.
Solution
DOT-CAR partnered with Grupo Agatep to execute an integrated PR, social media, and influencer strategy. The agency launched the #RevBloom digital presence and supported “Project Puraw”—a urban cooling initiative that mobilized volunteers to paint over 2,000 rooftops white in Baguio’s Quirino Hill. Additionally, Grupo Agatep engaged high-profile influencers Team Kramer for a multi-site Cordillera tour, partnered with Henry & Sons to support local coffee farmers, and executed a nationwide media push.
Results
Strategic outreach generated widespread earned coverage across print, broadcast, and digital platforms, securing substantial media value and establishing a strong social community. Influencer content drove massive public engagement, while the broader campaign helped facilitate the opening of the Clark-Bagabag flight route to cut regional travel times. Ultimately, the initiative built a strong volunteer network, successfully uniting local residents, students, and civic groups behind sustainable tourism.
