Brown is the internationally-recognized color for tourism directional road signs. It's really a pity that our tourism signs in the Philippines are either blue or green. But the North Philippines Visitors Bureau (NPVB) will be correcting that error by installing several hundred brown tourism direction road signs in North Philippines.
Last November 17, 2009, the NPVB unveiled along the Jose Abad Santos Avenue (formerly Gapan-Olongapo Road) in the City of San Fernando, Pampanga, the first of several hundred tourism directional road signs. Leading the unveiling was Hon. Lorelei C. Fajardo (Deputy Presidential Spokesperson), local officials led by Pampanga Governor Eddie T. Panlilio, officials of the Department of Tourism, Department of Public Works and Highways, and the North Philippines Visitors Bureau, its network of local Conventions and Visitors Bureaus and its Corporate Partners.
The installation of these brown tourism markers along major thoroughfares in North Philippines is being undertaken as part of NPVB's effort to improve the tourists’ travel experience to its regions, where most tourist destinations are reached via land travel.
Two hundred fifty of these markers will be erected all over North Philippines, which are being made possible through the participation of SMART Communications, Robinson's, McDonald's, and Victory Liner.
NPVB is a private sector led, not-for-profit, membership-based organization with the mandate of promoting tourism in the regions of North Philippines. Currently, NPVB has a network of nine (9) local Convention and Visitors Bureaus (CVBs) in Pampanga, Greater Clark, Greater Subic Bay, Tarlac, Pangasinan, La Union, Baguio, Ilocos Norte and Cagayan. The network was set-up by MNTC as part of its on-going CSR effort. In 2008, management of NPVB was transferred to ActivAsia Inc. – a 360 degree, brand activation Company.
Under ActivAsia’s management, NPVB published the first-ever regional tourism magazine called Northbound Magazine. Now, NPVB proudly rolls out its latest project – the tourism directional road signs.
Vince Araneta, ActivAsia’s Director for Tourism Marketing and concurrently Executive Director of NPVB said, “This project is not the work of one, but the work of many - MNTC, Smart, McDonald’s, Robinson’s Land, DOT, DPWH and even SBMA – these markers are a result of the partnership and cooperation of all these parties. What began with the brown markers along the NLEX and DOT Usec. Oscar Palabyab’s dream of having the markers outside the NLEX as well, is now happening. ActivAsia’s role, was simply to make the dream a reality.”