MANILA, PHILIPPINES—It’s still more fun in the Philippines! On February 18, the Department of Tourism (DOT) revealed an updated take on the “It’s More Fun in the Philippines” campaign. In the digital age where social media has become a travel companion, DOT believes that it will boost the travelling experience in the Philippines.
Tourism secretary Berna Romulo-Puyat shared that DOT is pushing for sustainable tourism with a renewed sense of purpose in 2019. “More and more travelers (are) conscious about their ecological footprint, the culture and experiences they are consuming and simply wanting to know how they can give back.”
Why #itsmorefuninthephilippines works
The refreshed campaign includes an entertaining video featuring a collage of photos taken by travellers on their trips in the best spots of the Philippines. The photos used are posted in different social media platforms using the hashtag #itsmorefuninthephilippines.
Romulo-Puyat said, “The hashtag works. And second, in other countries, they never change their campaign. In Malaysia, it’s been “Malaysia Truly Asia”, in India, it’s been “Incredible India”, the Philippines has embraced the hashtag, why not continue what’s good?”
She added in a speech, “Millions have shared why it’s more fun in the Philippines … we’ve decided to use photos, videos, and reviews that you have let us or allowed us to share and develop a truly 100% crowdsourced campaign.”
Romulo-Puyat stated that the video is one of the first to be launched by the DOT for 2019. To avoid copyright infringement issues with the 4.3 million photos and videos posted online, the department took the opportunity to seek permission from the owners to use their social media content for the campaign. As a result, DOT has given a donation of $10 for every crowdsourced content in representation of the owner to the World Wide Fun for Nature.
Advertising agency BBDO Guerrero Inc. is chosen by the DOT for the new campaign after besting three others for a P250-million contract with the government. It was also the company that launched the flagship campaign when it was introduced in 2012.
The developed “It’s More Fun in the Philippines” campaign will be launched in the international scene the following month.
Weaving the new logo
Together with the campaign video, DOT also launched a new logo inspired from the traditional weaving culture of the Ifugaos and a new custom-made font.
The font called Barabara, is inspired by lettering seen on jeepney placards. DOT said that the new font replaced the old font Harabara, since it is a “more Pinoy typeface”.
DOT explained that the new logo design is inspired from “traditional motifs and colors” and is viewed as the “core of a fresh graphic identity system”. It presents the organization’s contemporary and more sustainable offerings for Philippine tourism.
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The fun continues
The DOT took the #itsmorefuninthephilippines campaign to a whole new level by incorporating customized frames that can be added in Facebook profile pictures. Aside from the flagship slogan, words like “Hanep”, “Ganda”, and “Epic” in Barabara font are featured as the centerpiece of the frame.
You can join in at bit.ly/YasssFrame!
