The Philippines: It's More Fun In The Philippines: Rebranding A Nation

This case study demonstrates how the Philippines Department of Tourism revitalized the country's tourism industry through a multi-faceted promotional campaign and using Filipinos as co-creators and as a media channel.

The Philippines – It's More Fun In The Philippines: Rebranding A Nation

Campaign details

Brand owner: Philippine Department of TourismLead agency: BBDO GuerreroBrand: The PhilippinesCountry: PhilippinesIndustry Destinations and locationsMedia: Content marketing, Events & experiential, Games & competitions, Integrated, Internet - display, Internet - general, Internet - microsites, Magazines - business, trade, Magazines - consumer, Newspapers, Online video, Other & ambient media, Outdoor, out-of-home, Packaging & design, Point-of-purchase, in-store, Print - general, unspecified, Public relations, Social media, Television, Word of mouth, advocacyBudget: Over 20 million

Executive summary

Come...

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