''It's More Fun in the Philippines!'' was the tourism marketing campaign of the Philippines from 2012 to 2023.
History
Conceptualization
It's More Fun in the Philippines! was conceptualized in 2011 as the Philippines' tourism marketing campaign. It was finalized during the administration of
Department of Tourism (DOT) Secretary
Ramon Jimenez. This is the second attempt under the administration of Philippine President
Benigno Aquino III
Benigno Simeon Cojuangco Aquino III (; February 8, 1960 – June 24, 2021), also known as Noynoy Aquino and colloquially as PNoy, was a Filipino politician who served as the 15th president of the Philippines from 2010 to 2016. The son of ...
to come up with a replacement campaign for WOW Philippines, after the negatively received
Pilipinas Kay Ganda
Pilipinas Kay Ganda () was a short-lived advertising campaign made by the Department of Tourism to promote tourism in the Philippines. Launched in 2010, it replaced the WOW Philippines campaign that was launched in 2002.
The tourism slogan ...
campaign under Tourism Secretary
Alberto Lim
Alberto Lim is a Filipino businessman. He was a former Philippine Secretary of Tourism. On June 29, 2010, President Benigno Aquino III picked him as his Secretary of Tourism. He, however, quit his post on August 12, 2011, due to personal reasons ...
.
Eight advertisement agencies; Aspac, BBDO Guerrero, DDB, Dentsu, J.Romero, JWT, Lowe and Y&R. made their pitch. BBDO's campaign was selected by the DOT.
[ The campaign name, which is also its slogan was coined by BBDO chairman David Guerrero after a snorkeling trip. His proposition that various activities could be "more fun" to do in the Philippines than to do the same in another country.]
Launch
The campaign was officially launched on January 6, 2012.
2019 relaunch
In January 2019, the DOT announced that it would relaunch the campaign.social media
Social media are interactive media technologies that facilitate the creation and sharing of information, ideas, interests, and other forms of expression through virtual communities and networks. While challenges to the definition of ''social medi ...
.
Reception
The DOT made a target of 7.4 million tourist arrivals to the Philippines in 2018. The target was not met, with only 7.1 million arrivals recorded. The DOT however remarked that the figure is already the "highest ever" in the Philippine tourism industry compared to records in the previous years. It named the Boracay closure as one of the causes for not meeting its target.[
]
References
{{reflist
2012 in the Philippines
Philippine tourism campaigns
Filipino advertising slogans
Department of Tourism (Philippines)
2012 introductions
2023 disestablishments
Presidency of Benigno Aquino III
Presidency of Rodrigo Duterte