The Philippines Department of Tourism: It's More Fun In The Philippines

This case study describes how the Philippines used a low-budget strategy to tackle an image problem that prevented potential tourists from visiting the country.

The Philippines: It's More Fun In The Philippines

Cristina Buenaventura

Campaign details

Brand owner: The Philippine Department of Tourism Agency: BBDO Guerrero Brand: The Philippines Country: Bangladesh, Bhutan, Brunei Darussalam, Cambodia, China, Hong Kong, India, Indonesia, Japan, Lao People's Democratic Republic, Macau, Malaysia, Mongolia, Myanmar, Nepal, North Korea, Other, Philippines, Singapore, South Korea, Sri Lanka, Taiwan, Thai Cinema, Internet - display, Internet - general, Magazines - business, trade, Magazines - consumer, Mobile and apps, Online video, Other and ambient media, Outdoor, out-of-home, Packaging and design, Point-of-purchase, in-store media, Print - general, unspecified, Public relations, Social media, Television, Word of mouth and viral 10 - 20 million