This month, just before the start of the Philippines’ hosting for the meeting of the Board of Governors of the Asian Development Bank (ADB), the Philippines’ official tourism campaign was launched through CNN, American-based international news network. The campaign bills the slogan “It’s more fun in the Philippines” to invite for local and international tourists.

Viral, youthful and vibrant – simply rolled as fun. That describes what makes this campaign a click. Prior to this campaign, the Department of Tourism in the previous administrations had “Wow Philippines” and then “Pilipinas Kay Ganda”. The country is indeed amazing with regards to its people, its diverse flora and fauna, and in its exhilirating natural beauty. Sadly, most Filipinos have not seen all these so far. The campaign is just a click, although it is questioned as to its originality, being the same slogan used by Switzerland in its 1951 tourism campaign.

The campaign is viral, simply because it was initiated to involve the public for a certain cause with the least cost. Launched in January 2012, it asked the Filipino people to make their say about what they think is more fun in the Philippines. The campaign was simple, people just need to tag the slogan and create their own to an original picture that shows tourist attractions in the country. That was fun because it gave the Filipino a voice, and that the campaign went overboard the traditional brainstorming among ad experts. It went viral through the Internet that engaged the young digital natives.

The advertisement launched presented a youthful perspective on what’s fun in the Philippines. Possibly those pictures posted online were taken by young people, since the process of laying over text to a picture is more common to those generation. The ideas are fresh, very inventive and innovative, something that only the non-traditionally thinking could have made up, just like that of “status update”, “high five”, “mountain biking”. Such are things related to the experiences of the youth.

Nonetheless, the images that go with the messages may not necessarily connect, but they do appeal to the various senses of a tourist. Youthful and vibrant as the images and tags are, the campaign reaches the target tourism market so well, expanding from its regular market of retirees and elderly to the hip and preppy generation. It does invite also the locals to experience the fun in thier own country.

The advert presents images from across the country, its festivities, party, natural wonders, activities to do in the beach. Such images are enticing to anyone to simply let go of worries and stresses, and just have fun while going around the Philipines. Atop these, the element of humor was wittingly applied. The technicalities of the video editing was simple ending it with “what else to see?”. The music was upbeat but not irritating to the ear. Overall, it was an awesome advertisement to boost Philippine tourism.


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