The Philippine Department of Tourism (PDOT) London joined with Singapore Airlines to launch the twin centre destination campaign in the UK.

The campaign will launch on First Stop Singapore, a platform designed to promote Singapore’s attractions when people stop over. The Philippines will be the featured destination on the ‘Next Stop’ page from the July 4 to August 17.

Set to reach an audience of over 700,000 by targeting key traveller markets in the UK, the multi-platform campaign aims to highlight the ‘best of’ series, promoting the best dives, islands and beaches, as well as the best food, lifestyle and holiday packages in the Philippines.

The partnership coincides with an increased appetite among UK travellers for the Pacific islands – from January top March 2016 UK visitor numbers to the Philippines grew by 22.53%.

Last month, 10 UK tour operators were invited on a familiarisation trip to Boracay, Cebu and Singapore, to experience first hand the products that will feature in the campaign.

The operators were encouraged to develop multi-centre packages and itineraries for consumers, in support of the campaign.

Alongside the campaign, a holiday competition will run with Singapore Airlines and Shangri-La, sponsoring accommodation in Boracay and Cebu as well as international flights.