DOT debuts new look for tourism campaign
February 21st, 2019
Photo credit: CNN Philippines
With a huge number of tourists coming in every year, you really can’t deny that it is indeed more fun here in the Philippines.
No words needed because the beautiful tourist spots will do the talking. It will surely leave every Filipino and tourists in awe. With this, the Department of Tourism retained the flagship tourism campaign and unveiled the new tourism campaign logo featuring the new font called “Barabara.”
Let us dig deeper on this successful campaign that started in the year 2012.
The man behind this successful campaign is David Guerrero, chairman and chief creative officer of BBDO Guerrero, which is the country’s most awarded advertising firm.
According to ABS-CBN News, the idea of the campaign came during one of Guerrero’s trip and he realized how much more fun it is to be doing the same thing here in the Philippines than in any country.
From there, Guerrero and his team considered different strategies on how to make the campaign viral and effective.
Who would have thought that a simple thought during a random trip would result to something successful? Their team eventually won the bid and the rest was history.
You can now see the campaign going on for years now. Initially, the Department of Tourism (DOT) said it already spent P63 million to buy spots for the campaign’s television advertisements on CNN that will be aired in Asia, Europe, and the United States. This was the total spending in the year 2012 alone.
“It’s more fun in the Philippines”
By the year 2017, the slogan “It’s more fun in the Philippines” stayed after the department earned flak as the Department of Tourism released “Experience the Philippines” advertisement. It was Senator JV Ejercito who advised the department to just stick to the previous tourism campaign.
It was believed that after the tourism campaign was launched there was a record-high tourist arrivals in the Philippines. Most tourists were from South Korea, the United States, Japan, China, and Taiwan.
Years after its launch, the Department of Tourism launches a new logo of the tourism campaign and it is featuring the “Barabara” font. It was just last Monday when they launched the new logo retaining the 7-year-old campaign because it works according to Tourism chief Bernadette Romulo-Puyat and the agency. “Though I’m the third tourism secretary to use the hashtag ‘It’s more fun in the Philippines,’ I actually believe in continuity. First of all, ‘It’s more fun in the Philippines.”
The new “Barabara” font is inspired by hand-painted street signs. The agency also promotes continuity. “We are coming into 2019 with a renewed and refreshed sense of purpose, more and more travellers conscious about their ecological footprint, the culture and experiences they are consuming and simply wanting to know how they can give back,” she said in an interview on CNN Philippines.
The DOT already increased its foreign tourist arrivals target from 7.1 million to 8.2 million compared from last year. With this expected number of tourists this year DILG Secretary Eduardo Año assured that the authorities are taking necessary measures to keep tourists safe in the country because it is not only more fun in the Philippines but it is also really safe here.
Barabara font is now downloadable for public in DOT’s campaign website www.itsmorefuninthephilippines.com,it has 27 characters and local symbols.