The Philippines: It's More Fun In The Philippines

This case study describes a campaign the Philippines Department of Tourism (DoT) which turned Filipinos into both inspiration and media channel for its campaign.

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...

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