 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 is 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 would be replaced by "Love the Philippines" 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, in terms of population. It is the region's center of tourism, education, health services, commerce and transportation in the Bicol Region.
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 queen who served as the secretary of tourism under the administration of Joseph Estrada from 1998 to 2001. Previously, Araneta was crowned Miss International 1964, becoming the first Filipino, as well as 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.
Erwin Teshiba Tulfo is a Filipino politician, a former news anchor, broadcaster, and columnist. He currently serves as a representative for ACT-CIS Partylist and a Deputy Majority Leader of the Philippine House of Representatives since 2023. He previously served as the Secretary of Social Welfare and Development from June 30 to December 27, 2022, when his appointment was blocked and bypassed by the Commission on Appointments, during the presidency of Bongbong Marcos.
Manuel Gelito Ott is a professional footballer who plays as a midfielder for Malaysian club Terengganu. Born in Germany, he represents the Philippines at international level.
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.
The secretary of tourism is the head of the Department of Tourism and is a member of the president's Cabinet.
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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.
The Cabinet Secretariat, formerly the Office of the Cabinet Secretary, was a member agency of the Cabinet of the Philippines which provided support to the President, facilitated the exchange of information, as well as discussed and resolved issues among Cabinet members. The Cabinet Secretary also acted as a coordinator and integrator of the initiatives of the President. The Cabinet Secretariat was created through Executive Order No. 237, s. 1987.
Wanda Corazon Teshiba Tulfo-Teo is a Filipino travel agent who served as Secretary of the Philippines' Department of Tourism under the Duterte administration from July 2016 until her resignation on May 8, 2018.
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.
Gigil is a Philippine advertising agency based in Bonifacio Global City in Taguig, Philippines.
Bongbong Marcos began his presidency at noon on June 30, 2022, following his inauguration as the 17th president of the Philippines, succeeding Rodrigo Duterte. His term is expected to expire six years later, on June 30, 2028. He entered into office amid COVID-19 Omicron variant, and the impact of Russian invasion of Ukraine.
Love the Philippines is the tourism marketing campaign of the Philippines since June 2023.