Sustained Success

Gold
CAMPAIGN
It's More Fun in the Philippines
AGENCY
BBDO Guerrero
CLIENT
Philippine Department of Tourism
BRAND
The Philippines
DETAILS
Come to the Philippines and you’ll hear the phrase “It’s more fun in the Philippines” uttered a number of different ways – as an expression of delight, a declaration of pride, even a sign of exasperation. But no matter how it’s used, one thing is clear: it has now become a significant part of the local culture and vernacular.
 
This is the story of a tourism campaign whose greatest achievement was its unique ability to win over its own people. And by doing so, has managed to mobilize a powerful tourism force to captivate a global audience. 
 
This paper demonstrates how fun fired up a nation, fuelling a growth in tourism arrivals and revenues that has outpaced regional and global benchmarks. Proof that indeed, tourism is more fun in the Philippines.
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