Triple recognition of the sustained success of the “More Fun” Philippines Tourism campaign

One night. Two award shows. Three major awards. On Tuesday May 31, the Philippine Department of Tourism and agency BBDO Guerrero picked up a much-coveted Gold Award in Singapore: at the Asian Marketing Effectiveness and Strategy Awards. The campaign was the only Gold winner in the category of ‘Sustained success.’

In the four years since launch, the Philippines registered the highest growth in tourism revenues versus its regional competitors. In fact, tourism revenues grew at over double the rate of the world average. Moreover, the growth rate for the country’s arrivals during the campaign is at over double the average growth rate of emerging economies.

Meanwhile on the same night at the Asia Pacific Tambuli awards in Manila At the same show the judges also recognized the ‘More Fun’ campaign as one of only five nominees for “Best of the Decade” (an accolade which ultimately went to Australia’s phenomenal ‘Dumb Ways to Die’ campaign).

The tourism work was also the only winner in this year’s Sustainable Campaign category where it picked a Bronze. This award is given to campaigns that have run in the past three years and that have seamlessly integrated creativity, effectiveness and human good.

And, Tourism Secretary Ramon Jimenez was awarded the Inaugural Tambuli Crimson Award for ‘promoting the Philippines globally through the excellent use of Marketing Communications’ as well as for his ‘exemplary achivements in Philippine advertising.’

“Five years ago, no one could have predicted that tourism would one day be the third largest dollar earning industry in the country,” Philippine Department of Tourism Secretary Ramon Jimenez said. “Today, this has become a reality. All these successes in tourism and global recognitions would not have been possible without the support from our tourism partners and stakeholders who helped us in making tourism become a national business and a major economic driver. From a mom-and-pop operation to a thriving national business, tourism in the country now encompasses and cuts across other sectors—from agriculture, to infrastructure, education, cuisine, to arts and culture. While we have ushered in an era of modern Philippine tourism, I believe this is just the beginning of a more promising future for the Philippines and our people.”

David Guerrero, Creative Chairman of BBDO Guerrero said, “The campaign succeeded against its original objectives of driving tourism interest, arrivals, and revenues for the Philippines. We are very fortunate to have been working with a client of like Secretary Jimenez and he deserves all credit and our enduring gratitude for the work he has done.”