 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]
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.
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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.
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Fake news in the Philippines refers to the general and widespread misinformation or disinformation in the country by various actors. It has been problematic in the Philippines where social media and alike plays a key role in influencing topics and information ranging from politics, health, belief, religion, current events, aid, lifestyle, elections and others. Recently, it has evolved to be a rampant issue against the COVID-19 pandemic in the Philippines and the 2022 Philippine general election.
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