It's More Fun in the Philippines!

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!
2019 campaign logo and slogan
AgencyBBDO Guerrero
ClientDepartment of Tourism
MarketWorldwide
LanguageEnglish
MediaVarious (marketing campaign)
Product
Release date(s)January 6, 2012
CountryPhilippines
Preceded byPilipinas Kay Ganda (scrapped)
Wow Philippines
Followed byLove the Philippines
Official websitewww.itsmorefuninthephilippines.com

History

Conceptualization

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]

Launch

The campaign was officially launched on January 6, 2012.[3]

2019 relaunch

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]

Reception

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]

References
  1. "Philippines tourism campaign kicks off in 2012". Rappler. 20 December 2011. Retrieved 27 June 2023.
  2. Flores, Karen (4 May 2012). "How 'It's more fun in the Philippines' was born". ABS-CBN News. Retrieved 27 June 2023.
  3. Visconti, Katherine (6 January 2012). "New tourism campaign out: Philippines is 'fun'". Rappler. Retrieved 27 June 2023.
  4. Talavera, Catherine (26 January 2019). "DOT revives 'More fun in the Philippines' campaign". The Philippine Star. Retrieved 27 June 2023.
  5. "BBDO Guerrero Revives DOT's "It's More Fun in the Philippines" Campaign with a Fresh, New Makeover". Adobo Magazine. 19 February 2019. Retrieved 27 June 2023.
  6. Adel, Rosette (27 June 2023). "No longer just for 'fun': DOT launches new 'Love the Philippines' campaign". The Philippine Star. Retrieved 27 June 2023.
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