The Philippines is not your typical Asian country. It’s not big on epic establishments or temples and not that crazy about shopping. However, what it lacks in structures, it makes up with the natural wonders. When traveling to the Philippines, one must learn to look beyond what they see and rather exploring more open, world-class beaches and breathtaking peaks.
In 2012, the Department of Tourism (DoT) has launched the campaign “It’s More Fun In The Philippines” to help attract more tourist to visit some of the best Philippine travel destinations there is in the country. The campaign has been around until 2016, and has been an effective campaign ever since it was first launched.
It’s Still More Fun in the Philippines this 2017
This 2017, DoT has already clarified that the country will still stick with the said slogan in the effort to attract more tourists to the country. According to Tourism Undersecretary for Advocacy and Public Affairs Katherine de Castro, there was no truth to the rumor spreading that the DoT will change the mentioned slogan.
De Castro added that they’re currently coming up with a new concept for their commercial along with their ad agency. She further reacted to all of the criticisms received after the DoT unveiled the “Experience the Philippines” campaign video to the media last June 7, 2017.
The “Experience the Philippines” promotional video featured some Philippine tourist destinations, including Banaue Rice Terraces, Paoay Sand Dunes and Calle Crisologo in Vigan. The ad was based on a blind Japanese retiree who decided to live in the Philippines. However, the said ad quickly got negative reviews due to it copying a tourism campaign from Africa.
The Origins of “It’s More Fun In The Philippines”
So, how did the slogan “It’s more fun in the Philippines” come about?
The man behind the campaign is David Guerrero, chairman and chief creative officer of BBDO Guerrero, which is known to be the country’s most awarded advertising firm. Guerrero stated that the idea came during a diving trip, where he realized “how much more fun it’s going to be doing the same thing here than in another country.”
From there, Guerrero and his team considered different strategies on how to make the campaign viral and effective. In the end, they chose to tap into the power of social media. He further added that they can do this through an understanding of social media and the way people consume media, especially when they’re planning to travel. People nowadays, when planning a trip, they go online and ask friends for recommendations.
BBDO Guerrero eventually won the bid for the country’s tourism campaign with the “It’s more fun in the Philippines” campaign, besting seven other agencies.
And the rest is pretty much history.
To further conclude everything that’s been stated, the slogan “It’s More Fun In The Philippines” has been a strong campaign for the past 4 years it has been implemented. A lot of great Philippine tourist attractions has been visited by both local and foreign tourists all thanks to this campaign.