Department Of Tourism DM THE FUN PHENOMENON by BBDO Guerrero Makati City

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Industry Transport, travel & tourism
Media Direct marketing
Market Philippines
Agency BBDO Guerrero Makati City
Director Joel Limchoc
Producer Al Salvador
Photographer Francisco Guerrero
Released February 2013

Credits & Description

Category: Travel, Entertainment & Leisure
Advertising campaign: THE FUN PHENOMENON
Producer: Al Salvador (BBDO Guerrero)
Account Managers: Edel Sarmiento (BBDO Guerrero)
Producers: Anj Dela Calzada (Just Add Water)
CD/Copywriter: Meggy De Guzman (BBDO Guerrero)
Designers: Monica Violago (BBDO Guerrero)
Copywriters: Nikki Golez (BBDO Guerrero)
Strategic Planners: Rosh Nandwani (BBDO Guerrero)
Final Art: Joy Panaguito (BBDO Guerrero)
Designers: Karen Gosinga (BBDO Guerrero)
ECD/Copywriter: Tin Sanchez (BBDO Guerrero)
Copywriters: Rachel Teotico (BBDO Guerrero)
Copywriters: Raymond Sison (BBDO Guerrero)
Designers: Claren Torres (BBDO Guerrero)
CD/Art Director: Corey Cruz (BBDO Guerrero)
Producers: Ino Magno (Just Add Water)
CD/Copywriter: Jao Bautista (BBDO Guerrero)
Final Art: Oliver Brillantes (BBDO Guerrero)
Designers: Rizza Garcia (BBDO Guerrero)
Final Art: Vilma Magsino (BBDO Guerrero)
Strategic Planners: Cristina Buenaventura (BBDO Guerrero)
Cd/Art Director: Dale Lopez (BBDO Guerrero)
CCO/Copywriter: David Guerrero (BBDO Guerrero)
Photographer: Francisco Guerrero (Freelance)
Account Managers: Iking Uy (BBDO Guerrero)
Producers: Jing Abellera (Just Add Water)
Director: Joel Limchoc (Pabrika)
Copywriters: Knox Balbastro (BBDO Guerrero)
Final Art: Manny Vailoces (BBDO Guerrero)
Director of Marketing: Ombet Traspe (BBDO Guerrero)
Account Director: Paolo Acosta (BBDO Guerrero)
CD/Art Director: Sugar Perez (BBDO Guerrero)

Client Brief Or Objective
To put The Philippines on the consideration set of international tourists in seven key markets. The US, UK, Germany, China, Korea and Australia. Essentially, given comparatively low historic levels of arrivals, we were seeking to acquire new tourists. From a total of 3.9 million international tourists at the end of 2011 to 10 million by the end of 2016. And 35 million domestic tourists by the same date. While the target audience was ultimately international travelers the strategy called for the engagement of the domestic audience. First to stimulate investment in vital tourism infrastructure by boosting domestic tourism. And second to reach international travelers via recommendations of locals posted on social networks.

The creative solution was to engage people behind one simple, but - as the client put it 'undeniably true' idea: that "it is more fun in The Philippines." Furthermore we provided the tools and format to create new expressions of the idea in an almost limitless number. As of April 30, 2013 over 70,000 individual responses have been measured on the leading meme-maker site '' The campaign line now has over 10 million hits on Google from zero at the start of 2012.

Low levels of arrivals and underinvestment in infrastructure left the Philippines with fewer funds than competitors for tourism. But, the country had over 27M nationals active on social networks. As these were based globally they were tied to networks of foreign target markets. The solution invited participation from locals and tourists. This avoided the trap of 'official' definitions of 'fun' and overcame biases for regions or activities. So one could make their own promotion for their own insight. In each response, proof of the proposition was created—not by a central communications body—but by a 'sales force' of citizens.

Individual memes created by people have been measured at over 70,000 on the main unofficial site ( Social media mentions are continuing to run at significantly higher levels than competitors. Official government figures show 2012 growth in revenue to be 27.5% - which translates to incremental revenue of $823.8 million. Based on tourism marketing spend of $10 million this indicates a return on investment is of 82:1. Over 70,000 memes created on the '' alone.