#ItsMoreFunInThePhilippines #1ForFUN
The new tourism marketing slogan works on so many different levels. It’s about experience, suggesting uniqueness and being incomparable. It’s a sweeping statement, indicating confidence in the claim. It’s a simple, yet universal, message, potentially having the ability to reach and penetrate a wide audience.
The keyword is “fun,” and people want to have fun when they travel. It’s useless proclaiming we have the best beaches or the most colorful festivals or the tastiest mangoes because those would only entice those who want to go to the beach or want to soak in a different culture or want to eat mangoes. Selling fun is straightforward but diverse. It immediately tells you that there are beaches elsewhere, but it’s more fun in the Philippines; there are mountains and caves and valleys elsewhere, but the ones in the Philippines are more fun; there are malls and coffee shops all over the world, but it’s more fun to go malling and have coffee in the Philippines. Basically, it’s like saying we have a lot of things going on here—and this is why past campaigns have been confused and confusing—and it’s really fun.
Finally, we’re using diversity to our advantage. We’re embracing all 7,107 islands and presenting them as a package. And that is the best way we can sell tourism. Finally, we’ve pinpointed exactly what makes the country an ideal place for a vacation.
The campaign also reaches out to every Filipino. It encourages us to welcome tourists and make their visit to the country more fun, for them to remember that the Philippines is “#1 For Fun.”
The Web site tells us more. It highlights the different places in the country and, thanks to great copywriting skills, these very places can be seen from a new perspective, incorporating current trends and pop culture. For example, “Status updates. More fun in the Philippines” accompanies an underwater visual, promoting our fantastic dive spots and underwater biodiversity. (At the same time, it hints at the possibility of finding a WiFi signal even if you’re at the most remote location, which is a necessity these days.)
Now, you’re not simply going to be “WOW”-ed by the endless wonders. You’re not just going to marvel at everything that’s “Kay Ganda.” You’ll participate. You’ll enjoy and have the time of your life, wherever you are in the country, whatever activity you choose to do. And you’ll come to realize that it is “more fun in the Philippines.”
Let’s talk about the logo. Immediately, you’ll notice the simplicity of the typeface and the updated colors. It shows that the campaign is geared towards younger travelers and it positions the country as a hip and, well, “fun” destination. But there’s still a lot of culture in it because of the map designed like banig, again, in an updated vectorized manner.
It’s eye-catching but not in an imposing way. It’s current but not too much to the point of alienating the elders. And most importantly, it does look like a lot of fun.
Really, the Tourism Department and Secretary Ramon Jimenez did a wonderful job. Let’s hope they’ll be able to sustain this momentum.
(Spread the word! Go to http://itsmorefuninthephilippines.com/)
