BBDO Guerrero has been selected by the Philippine Department of Tourism to create the next phase of the now iconic “It’s more fun in the Philippines” tourism campaign following a three-way shoot out against Publicis Manila and Dentsu Manila
The pitch had taken place in October last year but the decision was delayed in the light of the aftermath of Typhoon Yolanda/Haiyan.
This next phase of the tourism campaign will cover not only overseas tourists but will also look at the expanding market for events and conferences as well as communicating to those who work on the frontline of the tourism industry in transport and other service areas.
Tourism Secretary Ramon Jimenez Jr. is confident that BBDO will deliver another successful run, saying that the agency “has already shown that they understand what it will take to move us on to the next level”
“Following the phenomenal success of It’s More Fun in the Philippines, the DOT would like to cement our more fun claim and sustain the global momentum for the tourism branding campaign. This next phase of the campaign also aims to encourage all Filipinos to become better hosts, propagate a tourism culture in the consciousness of Filipinos, and further promote the Filipino brand of fun and warm hospitality that we are known for,” he adds.
Launched by the DOT and BBDO Guerrero in 2012, the campaign is said to play a large part in the upturn in tourism numbers for the Philippines. The country recorded two years of double-digit percentage growth since its launch at the start of 2012. Numbers now exceed four million and the domestic targets of 2016 have already been exceeded.
“One of the greatest challenges in our business is to follow-up a hugely successful campaign. But it represents a high-class problem and one that is much easier when we have such imaginative clients as the Tourism team,” said Tony Harris, chief executive at BBDO Guerrero.