MANILA, AUGUST 19, 2013 – The Department of Tourism’s ‘It’s More Fun in the Philippines’ campaign has earned another victory, as the only Philippine marketing campaign to win a gold medal at the Asia Pacific Marketing Congress (APPIES) 2013, held August 15- 16 at the National University of Singapore Society.
APPIES 2013 recognized the best of marketing communications and advertising campaigns from 100 shortlisted integrated marketing campaigns across the region. These campaigns were presented by their creators or brand marketers to the region’s delegates via a unique and challenging platform – a live4-6-10 campaign presentation format.
BBDO Guerrero chief executive Tony Harris, who presented the campaign during APPIES 2013, told adobo: “The trick is to be on top of your material and be rehearsed – mercifully, I have been presenting the DoT case in some shape or form for around a year now to various audiences so I was comfortable with my material.”
Under the probono/government/cultural category, Harris discussed in his presentation the campaign’s strategic birth to its success, emphasizing a more rounded view of the campaign.
Launched in January 2012, the viral tourism campaign which has created a new voice for the country’s tourism has not only created buzz in social media for giving the citizens power to create their own ‘It’s More Fun in the Philippines’ meme, but also garnered recognitions across the globe.
The same campaign also won BBDO Guerrero two Gold awards (Creative Effectiveness and Innovative &Integrated Media categories), a Silver award (Insight and Strategic Thinking category) and the Carmencita Esteban Platinum Grand Prix at the 7thUA&P Tambuli Awards held in the summer.
“Obviously, it is a real pleasure every time the DoT campaign is recognized. In all honesty, I never expect it so it’s always a tremendous surprise. This was particularly pleasing because we were up against strong marketing campaigns from right across Asia and it was judged by some big players in regional marketing,” added Harris.
Another Philippine winner during the congress was Unilever’s senior brand manager Jean Madrid who presented ‘Magnum Launch’. She was the only Filipino who was awarded as among the event’s best presenters.
Agency Credits:
Chief creative officer – David Guerrero
Chief executive – Tony Harris
Group account director – Ombet Traspe
Client Credits:
Department of Tourism – Secretary Ramon Jimenez, Jr.
Domingo Ramon C. Enero III, Chief operating officer for Tourism Promotions
Nedalin Miranda, Senior Convention Services Officer for M.I.C.E. and Business Development Unit
Jemimah-Fay L. Alentajan, Chief promotions and marketing executive and head executive assistant, office of the secretary
