MANILA (Mindanao Examiner / July 12, 2014) – The Filipino government’s tourism campaign dubbed as “It’s More Fun in the Philippines” 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 and serves as benchmark for commercial creativity.
The Department of Tourism is headed by advertising executive Ramon Jimenez Jr. He was a former vice-president and executive creative director at Ace-Saatchi & Saatchi Advertising before President Benigno Aquino appointed him in September 2011.
Creative agency BBDO Guerrero is the maker of the highly successful tourism campaign, which also won the top awards at the UA&P Tambuli Awards on May 30, 2013. Jimenez also received the Effectiveness Advertiser of the Year Award while BBDO Guerrero bagged the Carmencita Esteban Platinum Grand Prix. Also for the same campaign, BBDO Guerrero won two gold awards – Creative Effectiveness and Innovative and Integrated Media categories – and a silver award – Insight and Strategic Thinking category.
“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.
“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,” she added.
BBDO Guerrero last month also launched the third of a series of ads that are part of phase 2 of the renowned “It’s More Fun In The Philippines” campaign.
It said Manila is the third destination to be featured in the latest spot aired in worldwide markets. Previous commercials had highlighted Davao and Boracay as desirable destinations.
According to BBDO Guerrero, following a destination-specific approach for the new phase of the campaign, the spot captures the many contrasts that make Manila interesting – quirky finds and bargains as well as the legendary shopping malls, three of the world’s top ten largest malls are in Manila.
Lyle Sacris of Pabrika shot the commercial. The soundtrack was done by indie band Paloma.
David Guerrero, Creative Chairman at BBDO Guerrero, said: “Manila is a unique cultural experience for any traveller. From the 16th Century treasures of Intramuros to some of the 21st Century’s largest malls. We’ve tried to distill it into 30 seconds – but it’s best to come and see for yourself.
The government has increased the budget for tourism infrastructure development from P14.7 billion to P20 billion in next year’s national budget.
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