A ‘more fun’ strategy

ON January 6, the much-awaited and much-anticipated new tourism campaign was launched by the Department of Tourism (spearheaded by DOT Secretary Ramon Jimenez Jr.) to dispel the nation’s disappointment over the previous (and now debunked) “Pilipinas Kay Ganda” campaign.
“It’s More Fun in the Philippines” is the  final product, born out of convoluted pitches  and sleepless nights made by several advertising agencies in the Philippines. BBDO Guerrero/Proximity Philippines won the said pitch, but unlike previous traditional tri-media campaign efforts, BBDO Guerrero/Proximity Philippines will be banking on social media for the campaign’s success.
Despite some negative feedback from kababayans both in the Philippines and abroad, Malacañang, along with the Philippine Travel Agencies Association (PTAA) have expressed their full support for the campaign.
At the unveiling of the new DOT slogan, Tourism Secretary Ramon Jimenez assured the public that the government is taking the necessary steps to improve airports and necessary facilities in order for tourists to become enticed to visit the country.
Along with the said improvements, the DOT is also coordinating with other government agencies in improving the country’s tourism industry. New policies will also be implemented, such as easing visa requirements for foreign visitors to add to the attraction of visiting the Philippines.
Affordable packages for foreign travelers are also being put in place.
The tourism project hopes to surpass the 3.7 million tourist visits last year with 4.2 million arrivals this year. In the next four months, the new slogan campaign is expected to be rolled out in the international market.
Addressing concerns regarding the slogan—that it is very similar to the 1951 tourism campaign done by Switzerland (“It’s more fun in Switzerland”), Sec. Jimenez said that this is only pure coincidence and that the word “fun” embodies the very heart of the campaign’s strategy.
While most still prefer “WOW Philippines” over the current slogan, studies revealed that WOW Philippines, as a campaign, did not meet expectations in terms of volume/number of tourists who visited the country.
From a strategic standpoint, the campaign is effective, it has already met its goals in social media. Almost after the announcement of the DOT, #ItsMoreFunInThePhilippineshas has been a trending topic both local and worldwide over social networking sites, such as Twitter and Facebook. It has also gained praises from most netizens, politicians, and businessmen as well.
For an undertaking with a conservative budget, utilizing social media is probably the best way to go.  Only a few days after it was launched, It’s More Fun in the Philippines has already dominated social media, stimulat ing wit and creative juices, even from the most ordinary netizens.
The DOT has yet to measure the effect of the campaign on foreign visitors, but one thing is almost certain—when it comes to OFW’s and balikbayans, It’s More Fun in the Philippines has already captured this target market: a sizable group of dollar-earners, who always long for home, ad nauseaum.
The campaign is especially integral to the DOT’s Pinoy Homecoming Program, which was launched last year by former DOT Sec. Alberto Lim. Signed by Pres. Aquino on June 3, 2011, Proclamation 181 “declares 2011 to 2016 as the Pinoy Homecoming Years.”
(www.asianjournal.com)
(NYNJ Jan 13-19, 2012 Sec A pg. 6)