Philippine government’s global tourism campaign ‘It’s More Fun in the Philippines’ proved worldwide that it is indeed more fun in the Philippines.
“The Department of Tourism’s promo landed third among the world’s best marketing campaigns, and the first in the Asia Pacific region, according to Warc 100, a global annual ranking of marketing campaigns based on performance, effectiveness and strategy,” as reported by Philippine News Agency.
Warc is an online service offering advertising best practice, evidence and insights from the world’s leading brands. Warc ranks the 100 smartest marketing campaigns in the world.
According to Warc, “The Philippines used a low-budget strategy to tackle an image problem that prevented potential tourists from visiting the country. Using Filipinos themselves as the inspiration for the campaign, the slogan: ‘It’s more fun in the Philippines’ captured the attention of the whole nation – and the world.”
Louise Ainsworth , CEO of Warc said “The Warc 100 will rank the best of the best. It will help brands and agencies keep up to date with strategies that have a commercial impact, and to benchmark their own performance against their peers.”
Included in the top 20 are American Express-Egypt, Procter & Gamble-USA, two of Australia’s tourism campaigns, OREO-USA, Dove-Brazil, Samsung Galaxy-USA, McDonald’s-Hongkong, Coca-Cola-Australia.
“Congratulations to Secretary Mon Jimenez, to our fellows in the Department of Tourism as well as BBDO Guerrero for a very successful marketing campaign with ‘It’s More Fun in the Philippines,’” Deputy Presidential spokesperson Abigail Valte said in an interview over dzRB Radyo ng Bayan on Saturday.
“And more than the recognition that they have received, you will see that in the increase of tourist arrivals in our country, totoo naman ang patuloy na pagtaas ng ating mga turistang bumibisita at bumabiyahe sa ating bansa,” Valte added.