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It’s more fun in the Philippines campaign can ‘last a lifetime’ with a little creativity, says tourism board boss

It's more fun in the PhilippinesThe Philippines’ award-winning tourism campaign can “last a lifetime” and will only need tweaking to stay relevant and fresh for many years to come, the head of the country’s Tourism Promotions Board has said.

Talking to Mumbrella from the MTV Music Evolution event in Manila last week, Domingo Ramon “Chicoy” Enerio III, COO of the TPB, said both the incoming new President Rodrigo Duterte and newly appointed tourism secretary Wanda Corazon Teo have backed the campaign after the recent elections, and the plan is to “build on the gains of the current campaign and use the same successful story, even more aggressively,” he said.

“I think we can take advantage of the fact that it’s grown into such a successful platform, and has been appreciated by the world,” said Enerio. “If we’re smart, it can be tweaked once in a while to make it more exciting, new angles can be found to express the idea.”

“It’s a campaign that can last a lifetime,” he said, adding that the user-generated element of the campaign, which invited fans to create their own iterations of the campaign, has produced material that could last at least another 25 years.

While the Philippines trails regional rivals Malaysia, Thailand, Indonesia and Vietnam for tourism numbers, the country has seen international tourist visits rise for four consecutive years since ‘It’s more fun in the Philippines’ launched in 2012.

However, the platform came under scrutiny late last year when it emerged that the Department of Tourism advertising contract was renewed without going to tender, which is in breach of the country’s procurement law.

Enerio noted that in the tourism context music was a big part of the Philippines’ appeal; around 26,000 people attended the MTV Music Evolution event in Manila on Friday.

He commented: “The Philippines is a very musical country. Filipinos love to sing at every corner. It’s one way of showing how fun-loving we are as a people, and we wanted to showcase that through song, dance and arts. MTV has given us platform to showcase that.”

The thinking behind the ‘It’s more fun’ campaign was explained in interview with the then CEO of BBDO Guerrero, the agency behind the campaign, in 2013.

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