BBDO Guerrero awarded post-Typhoon tourism advertising duties in the Philippines

BBDO Guerrero's 'It's more fun in the Philippines' campaignThe Philippines’ Department of Tourism has selected BBDO Guerrero to handle the next phase of its tourism campaign after a pitch involving the local offices of Publicis and Dentsu.

BBDO Guerrero, the agency behind the successful ‘It’s more fun in the Philippines’ campaign, is to help position the archipelago as a destination for business meetings and conferences as well as holidaymakers. It will also target those who work in the tourism industry.

The pitch had been held in October, but a decision on a winner had been postponed because of the impact of Typhoon Haiyan, with resources from the tourism department diverted to aid the relief effort.

The ‘It’s more fun in the Philippines’ campaign has won a number of awards since it launched, including the Warc Prize for Asian Strategy, the Appies, Spikes Asia and the Kidlat Awards. The Department of Tourism says the campaign has led to two years of double-digit increases in tourism visitors since it launched at the beginning of 2012.

It is unclear how the campaign will be adapted to target different audiences, but it looks likely that the ‘It’s more fun in the Philippines’ slogan will remain.

Tourism Secretary Ramon R. Jimenez Jr. said: “Following the phenomenal success of It’s More Fun in the Philippines, the DOT would like to cement our more fun claim and sustain the global momentum for the tourism branding campaign. This next phase of the campaign also aims to encourage all Filipinos to become better hosts, propagate a tourism culture in the consciousness of Filipinos, and further promote the Filipino brand of fun and warm hospitality that we are known for.”

Tony Harris, CEO of BBDO Guerrero, added: “One of the greatest challenges in our business is to follow-up a hugely successful campaign. But it represents a high-class problem and one that is much easier when we have such imaginative clients as the Tourism team”.


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