In the Philippines, the Spaniards retaliated by sending military expeditions to crush revolts and impose Spanish colonial rule. These expeditions were often accompanied by violent massacres of the native population and resulted in the deaths of thousands of Filipinos. The Spaniards also implemented policies of forced labor, religious conversion, and cultural assimilation, which further stoked Filipino resentment and resistance. In 1570, the Spanish conquistadors led by Martin de Goiti and Juan de Salcedo were successful in their campaign to conquer the island of Luzon. The Spanish victory marked the beginning of over three hundred years of Spanish rule in the Philippines.