Here is a tourism campaign for the Philippines that uses proven marketing and branding principles. Despite the expected chorus of know-it-all critics, this campaign leverages on the only differentiator that no other country can have- the Filipinos.
Read more:
http://www.gmanetwork.com/news/story/243672/news/nation/phl-s-new-tourism-campaign-it-s-more-fun-in-the-philippines?fb_ref=recommends
Watch this...
But, since international TV commercials are expensive, this is how this was seen abroad...
What do you think of the 30 TVC?
Compare this new campaign and logo...
With this...
Here's the background or the aftermath of the kay ganda fiasco...
http://www.abs-cbnnews.com/lifestyle/11/18/10/pilipinas-kay-ganda-logo-lifted-poland-logo
An improvement over this?
Hyper 2 Students, pls. comment on the approach, the video, the campaign to promote the Philippines. Be sure to compare it's more fun in the philippines campaign and logo vs. wow philippines. Pls. post your comments below as proof that you have completed this activity.
Concept-wise, the previous WOW Philippines still wowed me with its deep roots on promoting the wonders of the world as Philippine is indeed a wonderful place to witness & experience.
ReplyDeleteNevertheless, the recent It’s More FUN in the Philippines campaign has it’s own strengths and clout. It’s definitely a whole lot better than the sloppy Pilipinas Kay Ganda that is not worth comparing.
Going back to IMFITP campaign, I think the logo didn’t have a big turnaround versus the previous campaign, what I believe worked well for this current campaign is the EXECUTION.
While WOW had placements & songs to carry out the campaign, digital media at that time wasn’t that strong compare to what we’re experiencing now. With the IMFITP campaign, it allows different expressions of FUN which is not so common these days with a lot of negative events taking place around the globe.
The use of digital media gave a big boost for the IMFITP campaign which is gaining grounds not only to Filipino tourists, but international as well. I just heard a French national said, it’s more fun in the Philippines.
Still, IMFITP campaign should be sustained, communicated and executed with the target tourists in mind.
the long version of the new campaign is nice but too much. We should promote the philippines as one.. Too many places are showcased but non can be appreciated coz its too fast. Too many visuals.. the shorter version captures my attention more because it says a simple story but says a lot more about the philippines as one..
ReplyDeleteI like the old logo.. the wow philippines...it is more straight forward... the new one is too abstract.
The new campaign I guess lacks a song/music that will capture our senses. The old wow campaign used a good music which featured regine velasquez. I love it. As they say music is the universal language
As a foreigner I don't like "wow philippines" but I really like the "More Fun in the Philippines" . It's really nice , you can see with this add that there is so much things to do here so just : come , enjoy , have fun !
ReplyDeleteI was expecting the 30 TVC to be a subset of the original 2 minute TVC. The 30-sec Video, while it was fine, I guess it does not Represent the FUN element for the country since FUN is very subjective but the FUN in that particular video only appeals to a particular audience. If I was not a romantic, I would not care for the 30-sec Video. I guess tourism did not get the budget necessary to achieve what they initially intended when they conceptualized the campaign. Looking at both videos, there is very little parallel between the two to relate the aims they were designed for if they were even aimed at the same purpose. One was mellow, the other was intense, one was subtle, the other was pure awesomeness, one drew you in, the other engaged you in different ways...While I appreciate both, it didnt seem like they said the same thing, even if the main message was the same - Its more Fun in the Philippines.
ReplyDeleteI like the "Its more fun in the Phillipines" Campaign than that of "Wow Philippines" campaign.... Its music, and the pictures that was inputted in the campaign urge me to visit and discover Philippines more...
ReplyDeleteI can still remember the first time I went to Intramuros and visit the WOW Philippines. And up to know, in terms of impact, design, easy-retention and concept, I would still prefer the old ad. However, Its more fun in the Philippines has its own spice and taste,which can still be improved to excel more than the first one.
ReplyDeleteFirst, I just want to mention I still prefer the "Only in the Philippines" only if our own countrymen didn't highlight the bad and the ugly in the internet. Back to the point, I am actually impressed with the 30 TVC, I think the target audience has been concentrated and I firmly believe it is the appropriate audience as they are the generation who is willing to spend to travel.
ReplyDeleteThe 2 minute TVC is too much to swallow I guess, too many words and pictures that it does not give a focal point of retention.
Its really good -- the concept was amazing, keeps you wanting for more.. "Its more fun in the Philippines".
ReplyDeleteIMHO, the DOT has done a good job in improving the campaign to promote PH via "It's more fun in the Philippines!"
ReplyDelete"WOW Philippines" in year 2001 under Gordon became a hit that time, but since PH had lots of economic and political problems (under Erap and Gloria), it became hard-sell for PH tourism. In year 2010, DOT came up with "Pilipinas Kay Ganda" but this failed, bec it was found to be plagiarizing Poland's tourism logo.
Now, after 12YEARS(!!!), through the new gov't administration, through "Lessons Learned", and technical advancement, DOT finally hit the spot for this campaign. Kudos Filipinos!
wow philippines slogan is nice it is simple but meaningful on the other hand "its more fun in the philippines" is lot better as its showcase of what we have and who we are.
ReplyDeleteLogo: I think Wow Philippines is very catchy and it was also effective at that time. During that time it also helped Philippine tourism. But It's more fun in the Philippines campaign is very effective. It showcased all of the things that is fun to do in the Philippines. It is unique and immediately compares the Philippines to any other destinations in the world. It not only encourages foreigners but Filipinos as well. Why go out of the country when it's more fun here? The Video: I think the video is too long and it wanted to show too many places and activities. They should have focused on famous places. but i like the part about showing the different kinds of beach sands.
ReplyDeleteI think the logo "It's more fun in the Philippines" is much better than "Wow Philippines" since it captures the Filipino traits of always being happy and hospitable. For the video, it is absolutely fantastic! It showcase the unlimited fun activities that you can think of in every part of the country; may it be in air, water or land. It makes me proud to boast that I live here in the Philippines!
ReplyDelete