BBDO Guerrero to refresh iconic “It’s More Fun” campaign for the Philippine Department of Tourism
After a highly competitive pitch, BBDO Guerrero won two significant projects bidded out by the Philippine Department of Tourism. BBDO Guerrero is the agency that launched the highly successful “It’s More Fun in The Philippines” tourism campaign in 2012. This campaign was highly awarded at the time, including winning a Grand Prix for Effectiveness at the WARC awards.
BBDO Guerrero is tasked with developing an integrated marketing communications campaign to be launched this year. This campaign is intended to clearly define the Philippines as a country where you can experience all the very best in tourism, from beautiful beaches, to cultural events and attractions, from eco-tourism to land and water sports. It is a diverse country with something for everyone. The campaign also hopes to sustain a general awareness for the Philippines as a “more fun” travel destination, especially for today’s travellers who seek more immersive experiences.
Separately, the agency is also tasked to support DOT’s sustainability agenda and help promote the country. With the rehabilitation of some of the country’s key travel destinations made as a key priority, this campaign would aim to inspire local support for local initiatives and entice more eco-friendly tourists to visit the Philippines.
Department of Tourism Secretary Bernadette Romulo-Puyat said, “I’m excited to collaborate with BBDO on this new campaign – the “It’s More Fun” 2.0. And with the same creative minds helping us on our sustainable tourism campaign – a significant advocacy that will preserve our country for generations to come – I’m optimistic that we will achieve the same level of success.”
David Guerrero, Creative Chairman of BBDO Guerrero, said, “We’re delighted to be working with the department. Tourism is a vital industry for the economy and it’s an honour to be selected for this task.”