April 25, 2012 by Xath Cruz - 4 comments
“It’s more fun in the Philippines” is the newest slogan of the newest Tourism campaign of the Philippines. The slogan banks on two things, people and places. Filipinos are known for their sense of humor and their ability to summon it at will. They are a truly fun to be with. The campaign, however, wants to emphasize that going to the Philippines is even more fun.
A different campaign, titled “Pilipinas Kay Ganda” (Philippines is beautiful) was launched earlier last year but received more negative reactions locally. Apparently, a porn site has a similar name. Many also felt that the phrase is difficult for tourists to say. The public outrage forced the Department of Tourism (DOT) to change the campaign and the tagline.
The government commissioned the local chapter of one of the biggest advertising agency in the world, BBDO Guerrero for the new campaign. They also appointed a veteran Advertising Creative Director to help the DOT with the campaign. The campaign used a lead-in to describe different activities or tourist sites in the Philippines followed by the “It’s More Fun in the Philippines” tagline.
See examples below.
The current campaign was picked up by both digital community and traditional media just as quickly as they did the first campaign. In less than a week, the #itsmorefuninthephilippines trended on Twitter after being picked up by international celebrities like Neil Gaiman and local celebrities.
There is also an onslaught of memes has been incredible. The digital community quickly created their own versions and, as of this writing, they keep on coming.
Like any nation, Filipinos don’t hold back in spoofing themselves. See images below.
The DOT doesn’t to mind though. They insist that it is the nature of Filipinos and the fact that it the mere fact that it is motivating many to create their own campaign is proof eternal of the power of the campaign. They have, in fact, encouraged the creation of meme by making available an application that allows people to easily create their own It’s More Fun in the Philippines meme.
No reliable agency or entity has provided an estimate on how much free media the campaign has garnered as a result of social media. However, these is what we have gathered:
There is always a discussion on whether digital success automatically converts to actual revenues. This campaign doesn’t help to settle that debate. To this day, no reputable agency or institutions has provided numbers on how successful the campaign is on any level. That makes it hard to quantify the success of the campaign.
They say that digital is the game of the young. Yet, the campaign was led by a veteran in the advertising industry using classic advertising tools. All these talk about old-fashion advertising and marketing strategies not being relevant to the digital community may not be entirely accurate.
Xath Cruz worked for the traditional advertising industry for more than 10 years handling international blue chip clients. She started doing digital advertising and marketing and web property development 4 years ago. She is also a screenplay writer with several full length movies under her belt.