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‘It’s more fun in the Philippines’ platform to be replaced as research suggests it’s not effective

One of the region’s most highly-awarded tourism platforms, ‘It’s more fun in the Philippines’, is to be scrapped after just four years in circulation.

It's more fun in the Philippines

The campaign created by BBDO Guerrero in 2012, which has won creative and strategy awards such as the coveted Warc prize for Asian strategy, is to be replaced next year because it has failed to encourage more visitors to the archipelago, according to the Department of Tourism’s undersecretary Kat De Castro.

Talking at a press conference yesterday, De Castro said a new campaign, to be unveiled next year, would be more tailored to promote specific destinations in the Philippines rather than a campaign that tried to capture the spirit of the country.

“The new campaign under [Tourism] Secretary Wanda Teo will be more specific in terms of destination and what activities [tourists] can do. We would like to reinforce the Philippines brand… and definitely inject more unique Philippine experience with the local cuisine and culture to make it more authentic,” said De Castro.

A survey conducted by Nielsen in March and April of this year had found that in Europe two in three survey respondents like the ‘It’s more fun’ slogan, but that only a quarter said they would travel to country. In the US, three in four said they like the tagline, but less than a half would go to the Philippines on holiday.

Revenue from tourism has grown by 10.5% from July 2015 to July this year, to 21.2 billion pesos (US$450m), with Koreans the biggest spenders.

The news emerges just a few months after the head of the country’s Tourism Promotions Board told Mumbrella that the platform could “last a lifetime” with a bit of tweaking.

The ‘It’s more fun in the Philippines’ line was created by David Guerrero while he was on holiday diving in Boracay. The strategy was devised by BBDO Guerrero’s chairman Tony Harris.

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