Philippines hails front line ambassadors in new domestic tourism campaign

The Philippines' 'more fun idols'

The Philippines’ ‘more fun idols’

BBDO Guerrero has launched a domestic campaign for the Department of Tourism in the Philippines, the first work since winning a pitch for the local business in April.

The campaign, a continuation of the award-winning ‘It’s more fun in the Philippines’ programme, focuses on the people who work on the frontline of the tourism industry, such as boatmen, hotel staff, janitors, sales clerks and tour guides. The DOT has dubbed the best of these people, ‘More fun idols’.

A pitch for the domestic account was put on hold while the government devoted resources to the Typhoon Haiyan relief effort. The ‘It’s more fun’ international campaign resumed in May with a focus on individual tourism hot spots, the first being Boracay, the second Davao.

In a press release about the domestic campaign, David Guerrero, creative chairman at BBDO Guerrero – who wrote with the ‘It’s more fun in the Philippines slogan – said, “We are glad to revitalise our tourism promotions, after a setback like Typhoon Yolanda. Tourism is an important contributor to our nation’s progress as it provides hundreds of jobs. And we are glad we’re able to do our bit for this, as everyone should in their own way.”


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