The Philippines: It's More Fun In The Philippines
Cristina Buenaventura
Campaign details
Brand owner: Philippine Department of Tourism (DoT)Agency: BBDO Guerrero, Proximity Philippines, Dentsu Philippines and DoT (Tourism Promotions Board)Brand: The Philippines
Executive summary
This case study shows how, in 2012, the Philippine Department of Tourism (DoT) used Filipinos as both the inspiration and the media channel for their campaign and developed the slogan: 'It's more fun in the Philippines'. Capturing the idea that the Filipino people enhance the experience of any tourist would not only drive tourism numbers, but would make the Philippines and...