Decades after the Beatles incident of 1966, Ringo Starr released an album entitled Postcards From Paradise. To drum up attention for it, he asked people to send each other #PostcardsFromParadise. And the Philippines saw this as an opportunity to mobilize its proud, musical and technologically savvy citizen base of 100 million people. It was an opportunity to apologize to the Beatles and show off the country.

The Philippine Department of Tourism tapped into national pride, asking Filipinos to send @RingoStarrMusic #PostcardsFromParadise – the paradise of the Philippines.

The Philippine Department of Tourism got the country’s biggest rockstar to spearhead the send-Ringo-#PostcardsFromParadise movement. He made a video asking Filipinos to show off the Philippines that Ringo and friends didn’t get to see.

The country’s movie, TV and entertainment industries got on board as well. 20 of the Philippines’ top celebrities used their massive clout to encourage millions of Filipinos to create and send postcards using the Philippine Department of Tourism’s website and their personal photos.

And the 50 best tweets were turned into real postcards – one for every year since the tour of ’66.

Newspapers, magazines and TV programs picked up the effort, getting even more people interested. Esquire Philippines even devoted a cover story to it.

This resulted in two-thirds worldwide of the #PostcardsFromParadise mentions on Twitter coming from the Philippines.

Millions were reached via TV and key influencers donated their support for free.

The campaign received 123 million Twitter impressions in just one month, this effort got people from all over the world to see the Philippines at its best.

This also contributed to the country's tourism arrivals reaching +11.3% – an all-time high.