The Philippines’ Department of Tourism (DOT) and its advertising agency BBDO Guerrero/Proximity Philippines released a successful campaign dubbed as “It’s More Fun in the Philippines” last January 2012. Since then, its phenomenal success as a meme has invaded cyberspace with post card-like shots of Philippine attractions and creative shots showcasing the serious, humorous, and playful sides of Filipinos.
What It’s All About
The campaign primarily features tourism photos of some of the best travel spots across the nation. It aims to attract more domestic and foreign travelers to visit the country’s finest tourist destinations. These include breathtaking tropical beaches, world-renowned diving spots, and historical and cultural landmarks and structures. Each photo is supported by an initial text consisting of one or a few words, then the said text ends with the slogan “More fun in the Philippines.”
Official Photos
The official photos for the campaign consists of three banner ads showcasing the photos of renowned Filipino photographer George Tapan, along with witty and creative text materials added to each work.
The first official photo presents tourists riding boats in the middle of the jaw-droppingly azure waters of a pristine beach. Its catchy text says “Commuting. More fun in the Philippines.”
The next photo shows Filipinos living in the northern part of the country known as the Igorots as they walk around the Banaue Rice Terraces, the majestic 2,000-year-old agricultural terraces carved in the Cordillera mountains. It is often described as the “Eighth Wonder of the World.” Its text says “Getting upstairs. More fun in the Philippines.”
The third and final photo initially released for the campaign features a diver holding an underwater camera as he enjoys a ride on top of a large sea creature in a premier Philippine diving spot. Its text says “Status updates. More fun in the Philippines.”
Going Viral
The general public’s accessibility to digital cameras, image-editing programs, and social-networking platforms is crucial to the success of the campaign. With it getting viral, Filipinos enthusiastically started making their own artworks based on the concept of the campaign, which also prompted the launch of the “More fun in the Philippines” official Facebook page. Here, people can conveniently share their works via the world wide web. Countless blogs, websites, and other social-networking sites also host fun and striking photos with interesting captions that can further boost the country’s tourism industry.