DOT campaign wins Japanese advtg award

MANILA, Philippines - The Department of Tourism’s “It’s More Fun in the Philippines” branding campaign has bagged the Readers’ Choice for the “Fun” category of Japan’s Yomiuri Advertising Award 2013, an official statement said.

The Yomiuri awarding ceremony was held last June 14, 2013 at the Prince Tower Hotel, Tokyo, Japan.

Started in 1984, the award was conceptualized with the goal of inviting the readers’ participation in the selection of winners.  The award is composed of two main parts:  advertisements created by the readers and advertisements selected by the readers.

The DOT’s award was partly attributed to the power of social media, this being the launching pad and source of never-ending support. 

It was pointed out that the “fun stuff” of the website has engaged browsers and supporters to contribute their own versions of the memes.  Through the apps, some of the best products have been utilized as materials for above-the-line and below-the-line advertising.

“It may be beginner’s luck as this is the first time that the DOT has advertised in Yomiuri, one of Japan’s leading newspapers.  We were told that the DOT is the only national tourism organization [NTO] recipient under this category which could mean one thing:  we are undisputedly fun,” DOT tourism attache to Tokyo Valentino Cabansag said.

Japan remains the third biggest generator of tourists to the Philippines, contributing 179,984 visitors or 8.95 percent of the total 2.011 million from January to May this year.

“Japan’s economy is slowly on the rebound and the shift from long-haul to short-haul destinations augurs well for our country which is a favorite resort destination in Asia,” Tourism assistant secretary and head of the Market development group Benito C. Bengzon Jr. said. 

But Bengzon underscored the need to raise our comparative advantage in other product offerings. 

“Aside from continuous brand awareness and goodwill activities with consumer and travel trade, more in-depth studies of the market segments will enable our industry to better prepare destinations and products that will match evolving preferences,” Bengzon said.

Tourism Secretary Ramon Jimenez was quoted by the Official Gazette as saying that “Tourism is only as strong as the support and interest on the ground. We at the DOT continue to look up to our partners in the industry in finding ways to turn our vision into reality.”

“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,” Jimenez said.

The DOT head said “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.