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Manila Bulletin devider devider 'It's more fun in the Philippines,' again and it shall be sustained

'It's more fun in the Philippines,' again and it shall be sustained

Published Jan 25, 2019 04:56 pm
By Betheena Unite In the coming months, the tourism department will be aggressive in promoting the country's flagship tourism campaign -- sustainable tourism -- as they have chosen agencies to help them carry out the mission. Tourism Secretary Bernadette Romulo- Puyat Tourism Secretary Bernadette Romulo- Puyat Tourism Secretary Bernadette Romulo Puyat on Friday confirmed that using the same tagline, -- "It's more fun in the Philippines" -- they are planning to launch its refreshed campaign internationally in the first quarter of 2019, highlighting sustainable tourism. "As the Department of Tourism (DOT) welcomes 2019 with many changes, one thing remains the same: it will always be more fun,” Puyat said in a statement. “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,” Puyat added. The secretary also announced that they have already awarded the contract to refresh the country's tourism tagline and promote sustainable tourism to advertising agencies. 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., on the other hand, 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, Puyat noted. Last year, the tourism department posted four major projects for bidding by interested advertising agencies. They started looking for a creative agency to refresh the “It’s More Fun in the Philippines” branding campaign, media planning and buying agency for the strategic international placements of the branding campaign, another creative agency to communicate sustainable tourism in the Philippines and digital marketing agency to promote the Philippines as a model of sustainable tourism in Asia. “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," Puyat said. Under Puyat's leadership, the DOT will market the Philippines as one of the pioneering countries for sustainable tourism for the first time. The tourism chief said "this direction puts a focus on carrying capacity, biodiversity preservation, and sustainability in the tourism industry."
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