‘More Fun’ wins Yomiuri advertising award

MANILA, Philippines - The Philippines continues to attract global attention, as the Department of Tourism (DOT)’s “It’s more fun in the Philippines” branding campaign bagged the Readers’ Choice for the “Fun” category of the Yomiuri Advertising Award 2013 in Tokyo.

Started in 1984 by one of Japan’s leading newspapers, the award invites readers’ participation in the selection of winners. The award is composed of two parts: advertisements created by the readers and advertisements selected by the readers.

The success of the DOT may partly be attributed to the power of social media, this being the launching pad and source of never-ending support. 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. 

“We were told that the DOT is the only national tourism organization recipient under this category, which could only mean one thing: we are undisputedly FUN,” DOT Tourism Attaché to Tokyo Valentino Cabansag shared.

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. However, we need to raise our comparative advantage in other product offerings,” said DOT Assistant Secretary Benito Bengzon, Jr., head of the Market Development Group. “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.”

“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. ‘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 Jimenez, Jr. said.