Philippines brands Boracay ‘Asia’s 24/7 island’

Boracay: Asia's 24/7 islandThe Philippines’ Department of Tourism is running a campaign to promote one of the country’s most popular destinations with holiday-makers – Boracay.

In a TV commercial created by ad agency BBDO Guerrero, Boracay is showcased as “Asia’s 24/7 island” with a wide-angle lens capturing the whole island from day until night.

The campaign marks a new phase in the country’s award-winning ‘It’s more fun in the Philippines’ campaign, with the focus now moving to individual destinations around the archipelago.

The campaign comes soon after the DOT chose BBDO Guerrero to handle the next phase of its tourism campaign. The pitch had been put on ice while the country struggled to cope with the fall-out from Typhoon Haiyan, known locally as Yolanda.

BBDO Guerrero’s CEO Tony Harris explained the thinking behind the ‘It’s more fun in the Philippines’ campaign in an interview with Mumbrella last year.


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