• Brandweek, Thursday, November 13, 2008 9:15 AM

MTV is partnering with the Philippines Department of Tourism in a global campaign that incorporates the network's VJs telling their personal stories. Beginning in February, the "MTV Revelations" campaign will kick off in the U.S., U.K., China, Japan and eight other countries.

A series of TV spots feature vignettes in which VJs share experiences they had in the Philippines. The effort is aimed at the 18-34 demographic, which has a desire to travel to exotic locales. The "onscreen personalities have the credibility to reach out to that youth market," says a tourism executive.

Other components: MTV's Music Mixer and Video Widgets will appear at Awesomephilippines.com and a microsite will ask consumers to share stories about their Philippines experiences to win a free trip.

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