Bench ad shows brand ambassdors Laila Alcasid, Bryce Ramos, Angelina Cruz and Magui Ford enjoying Pinoy ice cream on the beach in La Union.

Musical numbers by apl.de.ap and Joanna Ampil, as well as catering by Margarita Forés, added color to the launch of the Department of Tourism’s (DOT) “It’s More Fun in the Philippines…” (IMFITP) international campaign in Berlin, Germany.

Held at a popular bar called The Reed, the event highlighted DOT’s refreshed slogan, “It’s More Fun in the Philippines: Be a Part of It,” and the teasers of the international campaigns of DOT’s partners, Jollibee and Cebu Pacific.

David Guerrero, chair and CCO of ad agency BBDO, said the campaign was always a work in progress. At the launch, the 100-percent crowd-sourced video presented action shots of beautiful scenery from social media users.

“The video shows the possibilities with donated images. That is acting sustainably,” he said, referring to DOT’s sustainability thrust. “We are reusing existing images, and making good use of them. The presentations of other countries are quite glossy. People tend to be resistant to that. We want to make ours the voice of the tourists.”

Flag colors

The video announced the new campaign logo with the colors of the Philippine flag, and a new font dubbed “Barabara” inspired by street signs. “The font aims to provide a unifying element to all the crowd-sourced campaign assets,” Guerrero explained. “We encourage people to share something uniquely Filipino. The logo is available as a free download. People can put it on their computer, social media account or mobile pictures.”

The campaign created an app that allows people to manipulate the images online. (Log on to https://www.itsmorefuninthephilippines.com)

Among the images is that of a tourist enjoying the sunset on the beach. The word “majestic” is spelled out across the frame. The tourist’s silhouette is substituted for the letter “i.”

“You’re literally a part of the fun because your image is completing the word,” Guerrero said.

For one year, BBDO was tapped to create 26 one-minute video ads, each consisting of 100 images, all sourced from social media. Getting the users’ permission was challenging, as well as stitching the together the photos.

These ads focus on destinations for market segments such as culture, adventure, diving and MICE (meetings, incentives, conferences and exhibitions).

Despite limited advertising budget, DOT is getting mileage by collaborating with the private sector for this campaign.

The DOT solicited images from social media users to include in the campaign, sometimes incorporating their images in words.

Jollibee, BBDO’s client, aims to create awareness of Filipino food in the international market.

“They are sponsoring the video that will explain what makes Filipino food unique,” Guerrero said. “It’s the combination of flavors—salty, sour and sweetness. Chicken Joy has a role because when chef-TV host Anthony Bourdain came here, he liked it. It’s cooked with coconut oil which gives a unique flavor. This isn’t about promoting Jollibee products. It’s about Jollibee being a good citizen and informing people that Filipino food has a lot to offer.”

Meanwhile, Cebu Pacific said its “Fly to More Fun” campaign was an opportunity for the airline to promote the Philippines to its international market.

Many attractions

“The campaign seeks to amplify the message that we, as a Filipino airline, have always shown the world that the Philippines has many attractions, that it can cater to both budget-friendly and luxurious experiences. The best part is that the people are always ready with a smile,” said Rosario Lagamon, Cebu Pacific director for corporate communications.

“We wanted to present how people define ‘fun’ in different ways—a surfer seeking thrills may go to Cloud 9 in Siargao, while a beach bum would rather sunbathe in Boracay. Ultimately, the video shows people always ready to welcome visitors.”

According to statistics, three out of five Filipinos who are over 15 years old visited local destinations in 2018. For the Philippine market, Bench is one of DOT’s high-profile partners. For the past two years, the clothing brand has been promoting local destinations for its summer campaigns.

Bench honcho Ben Chan, said the IMFIP relaunch gives the brand’s campaign more meaning.

“We’ve decided to call our campaign ‘Live Local, Love Local’ as our way of showing that the Philippines’ best travel destinations are not just fun because of all the sights and the sounds. These places and the people in them offer a whole experience,” said Chan.

DOT recommended new destinations in selecting locations for the ads.

“The videos are a display of each destination’s unique features—a popular beach, a delicacy, a particular fiesta, and so on,” said Chan. “That’s really where the fun in the Philippines lies: Every destination offers an experience that you can’t find anywhere else.”—CONTRIBUTED