In line with the unwavering efforts in promoting Philippine tourism in the global scene, the It’s More Fun in the Philippines campaign of the Department of Tourism (DOT) branding campaign recently receives the Readers’ Choice for the Fun Category at the Yomiuri Advertising Award 2013. The award was given last June 14, 2013 at the Prince Tower Hotel in Tokyo, Japan. With this award it shows that foreigners throughout the world recognize the beauty of the Philippines at the same time appreciates the creativity in promoting tourism via branding and advertising.
Meanwhile, the Yomiuri Advertising Award was established in 1984 and it was conceptualized to invite readers’ participation in selecting the winners. There were two parts of the Yomiuri Advertising Award; the advertisements created by the readers and the advertisement selected by the readers. With the multi-platform strategy of DOT which from the It’s More Fun in the Philippines meme that can be found on ground and online through social media and websites it generated awareness and support from the readers.
According to DOT Tourism Attache to Tokyo Valentino Cabansag that it was the Philippine entry to the Yomiuri Advertising Award was the only national tourism organization (NTO) recipient under this category which could mean one thing that the campaign is undisputedly fun. With this award it will help increase awareness on the beauty of the Philippines where Japan is the 3rd biggest generator of tourists in the Philippines contributing 179,984 visitors or 8.95% of the total 2.011 million from January to May this year.
The beauty of our branding campaign is that it invites people from all walks of life to join in and come up with their own versions of the catch phrase. That is to say, there’s plenty of room for creativity and participation. It’s more fun in the Philippines is more experiential, dwelling on real and palpable experiences. Indeed, what started as a simple slogan has now become a country statement and a badge of pride among travelers, Filipinos, and foreigners alike,” Tourism Secretary Ramon R. Jimenez, Jr. explained.
