As the Department of Tourism (DOT) welcomes 2019 with many changes, one thing remains the same: it will always be “more fun.”
Retaining the tagline: It’s More Fun in the Philippines, Tourism Secretary Bernadette Romulo Puyat confirms plans to launch its refreshed campaign internationally in the first quarter of 2019 with a spotlight on sustainable tourism.
In the fourth quarter of last year, the DOT posted four major projects, up for bidding by interested advertising agencies. These are the (1) creative agency to refresh the “It’s More Fun in the Philippines” branding campaign, (2) media planning and buying agency for the strategic international placements of the branding campaign, (3) creative agency to communicate sustainable tourism in the Philippines and (4) digital marketing agency to promote the Philippines as a model of sustainable tourism in Asia.
After three months and two rounds of highly competitive bidding, advertising agency BBDO Guerrero Inc. was awarded the contract to “refresh” the “It’s More Fun in the Philippines” branding campaign and complementing them is Touch XDA Inc. which will serve as the media planning and buying agency that will steward the campaign’s strategic international placements.
DDB Philippines Inc. was chosen to promote sustainable and responsible tourism in the country, using a comprehensive research study as basis, while BBDO Guerrero Inc. will be responsible for the development of a digital public relations campaign for the Philippines as a premiere sustainable tourism destination.
“Expect that in the coming months and throughout the year, the DOT will be aggressive in promoting the best of the Philippines to our international source markets,” said Puyat.
Under her leadership, the DOT, for the first time, will market the Philippines as one of the pioneering countries for sustainable tourism. This direction puts a focus on carrying capacity, biodiversity preservation, and sustainability in the tourism industry.
“The concept of fun is now redefined to include responsibility in taking care of our tourist destinations to sustain the “more fun” experience for future generations.”, she added.