BBDO Guerrero Manila selected to create next stage of Philippine tourism campaign

BBDO Guerrero has been selected by the Philippine Department of Tourism to create the next phase of activity for their communication campaign after a competitive creative pitch against Publicis Manila and Dentsu Manila.

This next phase of the tourism campaign will cover not only overseas tourists but will also look at the expanding market for events and conferences as well as communicating to those who work on the frontline of the tourism industry in specific service areas.

BBDO Guerrero previously created the renowned “It’s More Fun in the Philippines” campaign that proved to be a great success. The campaign was judged to have played a large part in the upturn in tourism numbers for the Philippines – recording two years of double-digit percentage growth since its launch at the start of 2012. Numbers now exceed four million and the domestic targets of 2016 have already been exceeded. This renewed focus on tourism and subsequent success has already seen budgets allocated for major infrastructure projects across the country.

This campaign won major awards at the AMEs, the Appies, Spikes Asia, Kidlat and the Tambulis and was the winner of the WARC Asia prize for strategy.

“Following the phenomenal success of It’s More Fun in the Philippines, the DOT would like to cement our more fun claim and sustain the global momentum for the tourism branding campaign. This next phase of the campaign also aims to encourage all Filipinos to become better hosts, propagate a tourism culture in the consciousness of Filipinos, and further promote the Filipino brand of fun and warm hospitality that we are known for.

BBDO has already shown that they understand what it will take to move us on to the next level,” Tourism Secretary Ramon R. Jimenez Jr. said.

Tony Harris, Chief Executive at BBDO Guerrero, added, “One of the greatest challenges in our business is to follow-up a hugely successful campaign. But it represents a high-class problem and one that is much easier when we have such imaginative clients as the Tourism team”.