Thesis, Undergraduate (BA Communication Arts) -- U. P. in Mindanao

Promotional videos are the most common audiovisual material used in promoting products, places, etc. It is considered as a major tool in projecting the image of a certain destination (Praveen Sethi, 1999). In the Philippines a number of promotional videos were produced to promote the country, its people and culture. These videos highlight its tourist spots, cultural events, as well as the various indigenous products made in different areas of the country. For years, Mindanao has been and still experiencing an image problem up to now. Other people from Luzon, Visayas and even from abroad connote it to bombs, terrorists, dangers and war. However, Kidapawan City which is located in the province of Cotabato, a part of Mindanao, is also experiencing an image problem. It was seen in the news in the past years that it was bombed a couple of time. People, hearsay, even tagged it as the bombing capital of Cotabato. Kidapawan City is abundant in natural resources, in addition to, having diverse cultures. It has so much to offer but other people have yet to know about it or even if they knew about the city they would connote it to something dangerous or unsafe. Moreover, they haven't yet seen a promotional video for this particular city since Kidapawan has produced a number of printed promotional materials through brochures, leaflets and visual presentation in PowerPoint presentations only. With that, this production-led study aims to make available a plan and design for an audio-visual presentation about Kidapawan City, project Kidapawan City as an extraordinary place through creative promotions, persuade local and foreign businessmen and investors to invest and visit in the place and be able to contribute something to the city and its people through all of these. I have applied in planning and designing the advertising techniques, principles and necessary steps in making a creative strategy(Elements of Creative Strategy) and creative concepts(Seven-step Method for Developing a Creative Concept) principles and disciplines in shooting and making photos (The Principles of Photo Composition) and videos(Aesthetic Disciplines of Shooting a Video), and by applying a communication model (Public Information Public Relation Theory Communication Model) to further help in giving direct and clear communication to the receiver. In making such plan and design and production of the video in the near future), I hope that this could help decrease unemployment and poverty in the city and would help boost up the tourism, economy and investments of the city more and could hopefully encourage change on the city's image problem. In creating this production, I learned that promotion is a process and that the process is the same whether you are promoting a business, community, or region. It starts with a careful planning. In making media projects like these, we have to take note that it's not right to disregard the planning part because it serves as the core and the foundation of our project.