PH Tourism Department & BBDO Guerrero invite everyone to “Be Part of the Font”
With the successful launch of the award-winning “It’s More Fun in the Philippines” campaign’s next phase, the Philippine Department of Tourism and BBDO Guerrero unveiled a refreshed sense of ‘fun’ that empowers sustainable tourism. Not an easy feat considering the production of a typical commercial yields tons of carbon emissions.
With a view of minimizing their carbon footprint, a crowdsourced campaign was launched. This kicked off with an invitation to “Be Part of the Fun”—or more accurately—”Be Part of the Font,” with a custom-made typeface that turned everyone’s content into a tourism ad. The font encouraged travelers to share photos around the Philippines while completing the missing letters in words.
The work can be seen here: http://bepartofthefun.com/
Brands and individuals immediately jumped on the bandwagon, taking #ItsMoreFuninthePhilippines to 4.7 million posts on Instagram. The font became a focal point of the campaign and saw a 147% increase in usage of the hashtag just within the first three months. Searches for the Philippines achieved an 11% spike making it the most active for tourism in the SEA region — for literally a fraction of the carbon footprint.
“We’re happy with how the public has received our campaign. Our focus on sustainability ensures a more fun Philippines for generations to come,” shared Philippine Department of Tourism Secretary Bernadette Romulo-Puyat.
BBDO Guerrero Creative Chairman David Guerrero added, “In line with the Department of Tourism’s priorities, we aim to produce a campaign rooted in sustainability in every aspect. We’re glad to have achieved this – thanks to our production team of 4.7 million.”