Nominated by Joan B. Miranda, Integrated Communications Manager and Mhanny S. Agusto, Integrated Communications Specialist
Awardee: Integrated Communications Team
- Patricia B. Marcelino, CSM Associate
- Frederick John Santos, Integrated Communications Senior Associate
- Ma. Ericka Joyce C. Dungo, Integrated Communications Senior Associate
In terms of Teamwork, these three were able to grow the online community of MPTS’ tourism page – Biyaheng South. The Biyaheng South team showed excellent teamwork leading to the continued increase in its social media pages, especially with Tiktok. By mid-2021, with most millennials being active in Tiktok, Biyaheng South also created a Tiktok account. It allowed the team to create short and visually appealing content to further generate interest in travel to Cavite and Laguna area.
From its humble beginning in the first quarter of 2021, the team worked intensively to research, visit, and promote tourist destinations within or along our alignment, and can be easily accessed by our toll road network. Also, Biyaheng South was the first and the only social media account of MPTC which ventured to the Tiktok world. As of this writing, the account now has a total of 11.2k Tiktok Followers, 33K Video Likes, and thousands of views. On Facebook, almost 4k followers comprise our community. Its most-viewed material garnered half a million eyeballs and still counting.
The team has partnered with local government units in sharing news and announcements of its festivals. It also collaborated with up-and-coming local businesses to create marketing infographics promoted through Biyaheng South Facebook page. It helped businesses generate inquiries and reservations. The tedious process which the team made to make this happen for our Biyaheng South starts from researching the places within and along our alignment, coordinating with business owners on the safety protocol being practiced for travelers, mapping the directions for our customers traversing our expressways, shooting photos and videos (with them as the usual models to be more cost-efficient), post-processing and editing, posting the material, and evaluation of the outcome. Also, Biyaheng south became an alternative go-to social media site for travelers who would like to try or visit new destinations and dishes here in Cavite and Laguna.
The whole team looks for various destinations to explore and promote along the expressway alignment. Ericka would then coordinate with the business owners to schedule the promotional shoot. Afterward, the team would also actively reshare, monitor, and help answer queries generated from the posts. Fred Santos serves as the lead for the photo and video production, while Patricia and Mhanny help serve as digital customer service.
As part of generating brand awareness, and establishing a positive image for the road brands, Biyaheng South targeted to generate a following of 10% of the expressway’s following in its first year (CAVITEX- 54,000, CALAX-21,000). By November 11, its Facebook Page has generated 3,600 followers while its Tiktok account now has 11,000 followers in a mere five-month since its launch. Having had a baseline view of 2,000 views on the first month of its launch, that became the target of Tiktok, but some of its videos have generated more than 500,000 views and garnered more than 200 positive feedback and queries about the expressway and directions in a single post. Also, though lower in number, its Facebook page’s reach and engagement sometimes range more than twice or thrice of its follower’s count.
By promoting destinations of each exit, the page has also helped drive traffic which translates to revenue for the company. Through their Teamwork, this contributed to increasing in customers visiting the South, using our expressways as the means to reach their destinations. Tourism is seen now as a way to promote mobility, increase our daily average traffic, therefore increasing revenue. The Tourism page of MPTS also came in handy during the opening of our new segment in CALAX, wherein we promoted the use of the new interchange to motorists who would like to explore that portion of Silang.