The Philippines keeps faith with ‘It’s more fun’ international tourism campaign

It's more fun in the PhilippinesThe Department of Tourism in the Philippines is continuing to pump media dollars into the ‘It’s more fun in the Philippines’ campaign overseas, as the government struggles to cope with the aftermath of Typhoon Haiyan, which has claimed an estimated 5,000 lives.

This week, the DOT sent direct mail packs to would-be holiday makers in markets including Singapore, while in Hong Kong press ads continue to run that promote destinations such as disaster-hit Cebu.

The mail pack invites travelers to fill-in the most ‘fun’ destinations in the Philippines using ‘fun’ coloured pencils for the chance to win a trip to the archipelago.

It's more fun in the Philippines DM packWinners of the competition will receive two $2,000 travel vouchers to the Philippines. The closing date for the contest is 20 December, and the winners will be announced on Christmas day.

The Department of Tourism recently shelved a domestic pitch for its creative and media business as government resources were diverted to the Typhoon Haiyan (known locally as Yolanda) relief effort.

The DOT’s creative agency is Manila-based BBDO Guerrero, which is defending the domestic account in a field understood to involve Dentsu Manila and Publicis Manila. The media account is being contested by Dentsu, OMD and Carat, Mumbrella understands.

The ‘It’s more fun in the Philippines’ campaign is one the region’s most heavily awarded of 2013. It won the Warc Asia strategy prize and was recognised as Spikes, the APPIES and the Festival of Asian Marketing Effectiveness.

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


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