DOT's 'It's more fun in the Philippines' campaign goes global

By Nikka Garriga

MANILA CITY, METRO MANILA—It's  more fun in the Philippines goes global as the Department of Tourism (DoT) rolled out a new TV commercial promoting Philippine travel destinations on international cable news channel CNN.

The 30-second video features a compilation of memes of the viral “It's more fun in the Philippines,” campaign which were all made and contributed by the public.

From the first three photographs initiated by the agency, there are now over 12,000 versions of the material.

“This is an astounding response from the public, and we wanted to showcase some of the best memes in our TVC which we felt represented both the beauty and fun in our country and people,” said Tourism chief Ramon Jimenez Jr.

As part of the campaign's interactive theme, the television ad started with “We asked people why it's more fun in the Philippines” and ended by asking viewers “What will you come up with?”

It was launched in time for the 45th Annual Meeting of the Asian Development Bank Board of Governors to which the country hosted from May 2 to 5.

The images featured in the ad were from photographers Joey Rico (street fashion), Abby Yao (stretch limos), Gutsy Tuason (high fives), La Venta 2012 (underground), Henson Wongaiham (tour guides), George Tapan (my humps, going upstairs and commuting), Company of Ateneo Dancers (meetings), Darwin Dumaraos (banana) and Bottle School (stargazing).

Rights to use the photo, according to the DoT, were given for free.

The TVC currently airs on CNN worldwide along with its special segment entitled “Eye on the Philippines” and is expected to help draw DoT's 10-million tourist arrival target by 2016.

Meanwhile, a video entitled “Filipinos tease Times Square” is also gaining popularity among the online community.

The footage shows various promotional materials about the Philippines being flashed on the giant LED boards of NY Times Square as passersby look on.

It was uploaded via YouTube by Philippines described as a 'non-sectarian, non-partisan and non-profit educational initiative to treat our country like any customer treats a brand.'

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loQal.ph (http://loqal.ph/) is a website owned and operated by Filquest Media Concepts, Inc. It works under the principle of giving voice to the voiceless, empowering Filipinos and uplifting the image of the Philippines by highlighting its unique culture. To do this, the loQal.ph team produces stories, video, photos and other multimedia content types to inspire and celebrate Filipino achievements, ideas, products and places.

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