 2019 campaign logo and slogan | |
| Agency | BBDO Guerrero |
|---|---|
| Client | Department of Tourism |
| Market | Worldwide |
| Language | English |
| Media | Various (marketing campaign) |
| Product | |
| Release date(s) | January 6, 2012 |
| Country | Philippines |
| Preceded by | Pilipinas Kay Ganda (scrapped) Wow Philippines |
| Followed by | Love the Philippines |
| Official website | www |
It's More Fun in the Philippines! was the tourism marketing campaign of the Philippines from 2012 to 2023.
It's More Fun in the Philippines! was conceptualized in 2011 as the Philippines' tourism marketing campaign. It was finalized during the administration of Department of Tourism (DOT) Secretary Ramon Jimenez. This was the second attempt under the administration of Philippine President Benigno Aquino III to come up with a replacement campaign for WOW Philippines, after the negatively received Pilipinas Kay Ganda campaign under Tourism Secretary Alberto Lim. [1]
Eight advertisement agencies; Aspac, BBDO Guerrero, DDB, Dentsu, J.Romero, JWT, Lowe and Y&R. made their pitch. BBDO's campaign was selected by the DOT. [1] The campaign name, which is also its slogan was coined by BBDO chairman David Guerrero after a snorkeling trip. His proposition that various activities could be "more fun" to do in the Philippines than to do the same in another country. [2]
The campaign was officially launched on January 6, 2012. [3]
In January 2019, the DOT announced that it would relaunch the campaign. [4] The tourism agency selected BBDO Guerrero once again over three other agencies for the brand refresh. BBDO Guerero unveiled a new logo for the campaign. The campaign relied heavily on the use of social media. [5]
The campaign was replaced by "Love the Philippines" campaign in June 2023. [6]
The DOT made a target of 7.4 million tourist arrivals to the Philippines in 2018. The target was not met, with only 7.1 million arrivals recorded. The DOT however remarked that the figure is already the "highest ever" in the Philippine tourism industry compared to records in the previous years. It named the Boracay closure as one of the causes for not meeting its target. [4]
Boracay is a resort island in the Western Visayas region of the Philippines, located 0.8 kilometers (0.50 mi) off the northwest coast of Panay Island. It has a total land area of 10.32 square kilometers (3.98 sq mi), under the jurisdiction of three barangays in Malay, Aklan, and had a population of 37,802 in 2020.
Legazpi, officially the City of Legazpi, is a 1st class component city and capital of the province of Albay, Philippines. According to the 2020 census, it has a population of 209,533. Legazpi is the regional center and largest city of the Bicol Region and in Albay, in terms of population. It is the region's center of tourism, education, health services, commerce and transportation in the Bicol Region. The city is applying for a Highly Urbanized City (HUC).
Manuel "Mar" Araneta Roxas II is a Filipino politician who served as a Senator of the Philippines. He is the grandson and namesake of former Philippine President Manuel Roxas. He served in the Cabinet of the Philippines as Secretary of the Interior and Local Government from 2012 to 2015. Previously, he was the Secretary of Trade and Industry from 2000 to 2003 and Secretary of Transportation and Communications from 2011 to 2012. He is the son of former Senator Gerry Roxas.
Tourism is an important sector for the Philippine economy. The travel and tourism industry contributed 8.6% to the country's GDP in 2023; this was lower than the 12.7% recorded in 2019 prior to the COVID-19 lockdowns. Coastal tourism, encompassing beach and diving activities, constitutes 25% of the Philippines' tourism revenue, serving as its primary income source in the sector. Popular destinations among tourists include Boracay, Palawan, Cebu and Siargao. While the Philippines has encountered political and social challenges that have affected its tourism industry, the country has also taken steps to address these issues. Over the past years, there have been efforts to improve political stability, enhance security measures, and promote social inclusivity, all of which contribute to creating a more favorable environment for tourism, such as the Boracay rehabilitation.
Gemma Teresa Guerrero Cruz-Araneta is a Filipino politician, writer, director and beauty pageant winner who served as the secretary of tourism in the administration of Joseph Estrada from 1998 to 2001. Previously, Araneta was crowned Miss International 1964, becoming the first Filipino and the first Asian to win the title. She received an "Outstanding Manileña" and a "Golden Heart" Presidential decoration from the former Philippine President Diosdado Macapagal.
The Department of Tourism is the executive department of the Philippine government responsible for the regulation of the Philippine tourism industry and the promotion of the Philippines as a tourist destination.
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Ramon Reyes Jimenez Jr. sometimes known as Monet or Mon Jimenez, was a Filipino advertising executive who previously served in the Cabinet of the Philippines as Secretary of Tourism from 2011 to 2016 during the presidency of Benigno Aquino III. He was appointed as the country's tourism chief following the resignation of Alberto Lim, and during his six-year tenure, tourist arrivals and revenues had almost doubled, and the Philippines improved 20 places in a tourism competitive index among nations. Jimenez assisted with the advertising campaign of Aquino earlier.
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Pilipinas Kay Ganda was a short-lived advertising campaign made by the Department of Tourism to promote tourism in the Philippines. Launched in 2010, it replaced the WOW Philippines campaign that was launched in 2002.
Wow Philippines was a tourism marketing campaign used to promote tourism in the Philippines from 2002 to 2012. The name of the campaign also served as its tagline.
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Bernadette Fatima Tecson Romulo-Puyat is a Filipino government official, economist, and academic who served as the Secretary of Tourism under the Duterte administration from May 2018 to June 2022, heading the Philippines' tourism industry through the disruptions caused by the COVID-19 pandemic in the Philippines. She has since been appointed Deputy Governor of the Bangko Sentral ng Pilipinas in charge of financial inclusion, regional operations, and the BSP's Program Management Office. Her previous positions include terms as a consultant for the Presidential Management Staff, Undersecretary for the Department of Agriculture, and lecturer at the UP School of Economics.
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