DOT : What It Should Do To Make New Campaign 2012 Even Better (Philippines)

> The Department of Tourism has launched a new brand campaign to attract visitors to the country with the line - It’s more fun in the Philippines.

Image Credit: ourawesomeplanet.com

We support it and to show our support, we would like to give suggestions on how the DOT can make the campaign even better.

But before anything else, here’s a press release from the DOT’s official website which explains the rationale behind the new campaign.

Focusing on the country’s core strength, the campaign singles out what no other destination can offer - and that is the Filipino people.

For example, the Lonely Planet guidebook calls Filipinos ‘among the most easygoing and ebullient people anywhere.’

“Our strategy is simple: while other countries invite you to observe, Filipinos can promise a more heartfelt and interesting experience. Wherever you go, whatever you do in the country, it’s the Filipinos that will complete your vacation and will make your holiday unforgettable,” says the new Tourism Secretary, Ramon Jimenez, Jr.

The Filipinos are already known around the world to be one of the happiest and warmest people on earth. The campaign hopes to enjoin the whole country in creating positive buzz of the tagline.

As the international campaign is underway, the DOT is also developing a national initiative under the line ‘#1FORFUN’ to rally the nation.

“The national line is a goal, a constant reminder to ourselves why we can tell travellers it’s more fun here than anywhere else,” says the Secretary, “It needs everyone’s support for it to stay true—we need to make sure people’s experiences in our country are positive, enjoyable, and most of all, fun.”

The long-awaited idea was developed by advertising agency BBDO Guerrero, appointed in December after an exhaustive pitch overseen personally by Secretary Jimenez himself and approved by the President and members of the Cabinet.

“It’s more fun in the Philippines” has already become a word-of-mouth. In fact, the slogan is one of the most-discussed topics online and offline. We’re sure it’s going to stay that way because the line is simple and can be used in everyday conversations - basically the reason why it received mostly positive feedback.

But there’s room for improvement.

The tourism department should be doing the following to ensure the campaign’s success. Although unsolicited, here are our suggestions:

• Advertise the campaign on Facebook. Put Facebook ads with catchy punchlines, not just create a fan page on the social network.
• Advertise on global media for wider coverage. Promote through CNN, Discovery Channel, Fox, Star World, BBC, MTV, and ESPN among other networks.
• Tap movie, television and sports celebrities for endorsements. For a start, if it’s possible, have actor Jeremy Renner say “Filming Bourne Legacy is more fun in the Philippines” or hotel heiress and socialite Paris Hilton say “Doing business is more fun in the Philippines” in a video. That would be awesome. Think about the huge impact.
• Augment the tourism police force. Heighten police visibility in most, if not all, tourist spots to reduce or eliminate crimes. Make tourists feel safe at all times when they are in the country.
• Coordinate with local government units for discovery and development of more tourist attractions. Encourage LGUs to improve infrastructure to tourism sites. President Benigno Aquino III made a promise to have “a complementary infrastructure system that will include the construction and repair of roads, bridges, airports and seaports to increase accessibility to our sites.” Just follow it up.

So far, that is all we can think for today. Maybe you, our dear reader, have something to add? Insights would be much appreciated!

source: CoolBuster

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