Wherever you go in the Philippines, it is the Filipinos that will make your holiday unforgettable. Just ask anyone who’s been here. In fact, Lonely Planet guidebook calls us ‘among the most easy going and ebullient people anywhere’.
The “It’s More Fun in the Philippines” campaign slogan was launched by the Department of Touristm (DOT) in January and has since been presented in several countries and major travel events beginning with the Asean Tourism Forum in Manado, Indonesia, Hong Kong, India, the ITB in Berlin, the Arabian Travel Market in Dubai, Memphis in May festival in Tennessee, Los Angeles and the United Kingdom during President Aquino’s official visit, as well as in Malaysia, Vietnam, Singapore, Taiwan, Australia, and Canada.
Dubai, Memphis in May festival in Tennessee, Los Angeles and the United Kingdom during President Aquino’s official visit, as well as in Malaysia, Vietnam, Singapore, Taiwan, Australia, and Canada.
The participation of the DOT in these missions and travel fairs and exhibitions are complemented by the “fun” TV commercials still being aired over CNN.
Assistant Secretary Domingo Ramon Enerio III said aside from the TVCs on CNN which will run until September, these commercials also run in a number of airport terminals and airport lounges around the world “where CNN is featured” in their in-house TV screens.
He added, as part of the campaign rollout in the different countries, the DOT places advertisements in the local newspapers and publications, and gives away promotional items bearing the campaign slogan that will be appreciated by the particular market.
He said the DOT is also now working with advertising firm BBDO Guerrero to create more collateral materials such as “omnibus brochures” showing that the crowd-sourced campaign came from a lot of inputs from the public. “It will explain what the campaign is all about, show Filipinos having fun…which can be used not just by travel agencies, but for their clients, for the media, etc.”
The DOT is also developing a new audio-visual presentation, that will be released after September, just in time when the contract with CNN is completed. The agency hopes that the new AVP, along with a current one running now in Korea, will also go viral.
Join the Department of Tourism’s social media promotion and share your thoughts:
- Twitter: @MoreFunInThePHL ; #ItsMoreFunInThePhilippines
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