Department of Tourism-Philippines
“SOX is Next” is a brand that steered SOCCSKSARGEN Region to be noticed and, register millions of tourist arrivals, the very objective of the campaign.
A humbling but rewarding brand for a region that is in a stigma of conflict.
The acceptance of being second-rate is not common. But it was a brilliant two-pronged concept of pushing not only SOX’s gems but also cross marketing the country, an unselfish act of promotion.
The execution was even more engaging. SOX is Next was owned by all and became a campaign movement by people who are from SOX and people who believes in our advocacy of improving lives through tourism.
Today, SOX just have to sustain what this campaign has initiated with the caveat that everyone who loves SOX live up to the expectations of being the Next and eventually become the top of the mind destination.
And top of the mind for branding and execution for me is, RALPH LAYCO. The brains behind SOX is Next.