BBDO Guerrero began airing a creative TV spot promoting the white sands of Boracay, the first of a series that are part of phase II of the “It’s More fun in the Philippines” tourism campaign.
Last month, the Philippine Department of Tourism selected BBDO Guerrero to create the next phase of the now iconic campaign, following a three-way shoot out against Publicis Manila and Dentsu Manila.
After creating a clear identity for the country and the Filipino people, phase II will now zero in on tourist destinations to give tourist more reasons to believe why it is more fun in the Philippines.
The 30-second Boracay spot portrays the beach as “Asia’s 24/7 island,” showing its beauty and activities from sunrise to the next sunrise in one panoramic swoop. The campaign will be supported with other materials for TV, print and in digital.
“This year, the Philippines hopes to be able to expand the country’s tourism campaign. We are now in what we call the sustaining phase of More Fun in the Philippines. And it is larger, both physically and figuratively, in the sense that we are going into specific destinations and offerings such as Boracay. Now, the world will understand that the Philippines is a treasure of fun and adventures historically, culturally, and naturally,” Tourism Secretary Ramon R. Jimenez Jr. said.
“This is the right direction for the campaign – making the destinations famous. Where better to start than Boracay, voted the world’s most desirable island to visit,” adds David Guerrero, creative chairman at BBDO Guerrero.