It's more fun in the Philippines
Brand owner:Philippines Department of Tourism
Brand: It's More Fun in the Philippines
Channels used: Internet - general, Social media, Word of mouth and viral
Media budget:Up to 500k
The Philippines lags far behind its South East Asian neighbours in terms of tourism numbers and consequently only has a fraction of the communications budget.
Tourism campaigns had been in abeyance for some time and the previous one, having been heavily criticised by the general public and the media, was subsequently cancelled.
'It's More Fun in the Philippines' was the new campaign designed to give the Philippines a competitive edge, founded in the interactive experience of visiting there and joining in the unique Filipino experience. For implementation, initially, the campaign would appeal to the Filipino public's addiction to social media.