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The Philippines says ‘thank you’ to the world for Typhoon Haiyan relief help

The Philippines Department of Tourism has changed the tack of its successful ‘It’s more fun in the Philippines’ campaign to say ‘thank you’ to the world for helping the archipelago get back on its feet after the devastation of Typhoon Haiyan.

DOT says 'thank you'

The campaign will run in newspapers and billboards all over the world, and will be driven by social media with the hashtag #PHthankyou.

Billboards will run in nine high profile destinations, such as Times Square in New York, Piccadilly Circus in London, Lafayette Mogador in Paris, Paiknam Building, Jung-gu in Seoul and Darlinghurst in Sydney.

However, the above-the-line campaign is not scheduled to run in China, with which the Philippines is embroiled in an ongoing political tug-of-war over disputed territory. China was criticised for the meagre donation it made towards the Typhoon Haiyan relief effort.

It will not run in Hong Kong either. The territory is involved in an ongoing row with Manila over a botched hostage attempt in which Hong Kong tourists were killed three years ago. Hong Kong has demanded a formal apology for the incident, which has not been given.

A representative for the campaign has said that where the billboards were positioned was not politically motivated.

The agency behind the campaign was BBDO, the creator of the award-winning ‘It’s more fun in the Philippines’ campaign, which has continued to run overseas in the wake of the natural disaster three months ago. Dentsu handled the media.

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