DOT's 'It's More Fun' is most effective campaign

Jimenez says Filipino pride sells

MANILA, Philippines - The Department of Tourism's "It's More Fun in the Philippines" reaped honors from Thursday night's Tambuli Awards for integrated marketing communication efforts, including the event's highest distinction.

"This is not our campaign. It is everyone's," creative firm BBDO Guerrero chairman David Guerrero said, accepting the Carmencita Esteban Platinum Award for the most effective and value-driven campaign in 2012.

Guerrero said the project's power comes from the simple truth captured in the slogan, driving Filipinos everywhere to create their own campaigns patterned after the "It's More Fun" concept.

"This is the only country where you will find dancing policemen and dancing prisoners ... Where else will you find barbershops called 'Scissors Palace' and 'Hair Force One'?" he said.

Citing Tourism Secretary Ramon Jimenez, Guerrero explained that the drive intended to create buzz by encouraging people to use Internet tools, images, and words to "sell" the Philippines as a top tourist destination.

On Thursday, the department announced a 10 percent climb in tourist visits since January this year.

DOT's ad blitz was rumored to have cost over P1 billion in 2012. It has bested other successful commercial advertising campaigns such as the Lucky Me's "Famealy Day" and Boysen Paint's "KnoXout" drive to paint EDSA.

Government as advertiser

Meanwhile, the tourism department was also named "Effectiveness Advertiser of the Year" for the series of advertisements and projects aimed to market the country to the world.

In coming up with the campaign, Jimenez said he faced the challenge of turning inherent Filipino pride to a visual, worldwide project.

"The solution came down to a basic truth, expressed in an idea so simple. It sounds more like a text message than an advertising. The Philippines may have more of so many other things, but there's only one thing we have the most of. And the one thing captured in the one word (fun)," he said as he accepts the award.

Jimenez, who was an advertising executive before engaging in government service, recalled that he "dragged" Guerrero's team to present it first to President Benigno Aquino III in Malacañang in 2011.

"I dragged them all the way back to the department to present to the country. And we launched a campaign that the whole country was waiting for," Jimenez said in a speech.

Explaining why the campaign has been fruitful, Jimenez attributed its success to the Filipinos' values that include love for their own homeland.

"Values are what it's all about, and what this country will always be about," he said.

The prestigious awards initiated by the University of Asia and the Pacific School of Communication have been granted by advertising and marketing leaders since 2005. The event recognizes social relevance, values, and effectiveness of marketing communication projects.