Whenever I travel to different parts of the world I ask people for examples of great local advertising campaigns. I’ve just returned from the Philippines and one of the most talked about campaigns was for the Department of Tourism entitled ‘It’s More Fun in the Philippines’. Everyone loved it. It helped that several members of the classroom were from BBDO, the agency that created it.
Launched a couple of years ago it was based on 3 key points of difference
(a) compared to competitor campaigns, such as ‘Amazing Thailand’ or ‘Incredible India’ it’s energetic rather than passive. There was a clear call to action
(b) it was rooted in the friendly, hospitable and good-humoured character of the Filipino people
(c) It had a competitive edge: the Filipino people are very proud and like to win! It’s not just fun, it’s more fun!
Here’s the ad
If you want to find out more, here’s their website
At the end of the training course the friendly, funny and generous team gave me a couple of presents, including this book, which I read on the flight home.
Written by Tony Harris, a key figure behind the Campaign it’s a really nice personal story of the life of a Brit in Manila, what happens behind the scenes in the advertising world and how the campaign came to fruition.
I was in Manila for a week and had a great time. I can certainly vouch for the fact that it really is more fun in the Philippines.