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 the campaign the most talked about, shared and searched-for in Southeast Asia.

The Philippines had a cripplingly bad image problem, which prevented potential tourists from appreciating the positive appeal of visiting the country. Annual tourist arrivals had flatlined at below four million, one of the worst performances in the region.