The Boracaynon

By: Gil delos Santos "They call it paradise" - this used to be the tagline for Boracay back in time until later becomes "The 24/7 island" to the "BoracayBetterThanEver" (BBTE). This campaign was launched during the pandemic. BBTE was originally intended to get launched right after the six months rehabilitation closure in 2018. I have been part of the BoracayBetterThanEver campaign in 2020 during the height of the pandemic being the secretariat for the Private-Public Alliance for Boracay (PPAB), a group of people from the government and the private sector formed to be the technical working group to craft safety protocols to open Boracay for tourist during the covid 19 era. Alongside the crafting of the safety policies, a new marketing plan (BBTE) was introduced then later approved by the PPAB. I was then the Tourism Information Officer of Malay.  The BoracayBetterThanEver marketing plan was mainly structurized by Chroma Hospitality, a hospitality management...