Philippines brings “FUN” to CNN

The Department of Tourism (DOT) has released a new TV commercial (TVC) via global media giant CNN as part of its international campaign. The 30-second TVC material starts off by saying “We asked people why it’s more fun in the Philippines….” and then features several creative memes, all of which were made and contributed by “We were inspired by the number of memes generated online, so we decided to make a TVC material out of them. At present, there are already 12,000 versions of the campaign.

Commuting is More Fun in the Philippines
Commuting is More Fun in the Philippines

When we started, there were just three. 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,” Tourism Secretary Ramon R. Jimenez, Jr. said.

The phenomenal and viral success of “It’s more fun in the Philippines” is greatly due to the people who have participated in the campaign with their catchy and witty versions, each proving to the world how it is indeed more fun in the Philippines. “This material is based on genuine photos of real fun experiences in the Philippines,” says Jimenez. The new TV ad is just but one of the initiatives that DOT is planning to roll out within the year as it targets 10 million tourist arrivals in 2016.

Its More fun in the Philippines CNN TVC Youtube Video

In keeping with the campaign’s interactive theme, the TV ad ends by asking the viewers to come explore the Philippines and challenging them with the question:

“What will you come up with?” The material’s fun factor is aided by the soundtrack, which takes off from Boney M’s “Gotta Go Home,” after the DOT secured the clearance to use the same. The TVC soundtrack is not based on the popular dance hit “Barbra Streisand” of Duck Sauce and also does not involve of the Black Eyed Peas. However, Apl is a very strong supporter of Philippine tourism as he reaches out to Filipino-Americans with various projects.

The TVC is currently airing on CNN, which is very timely as CNN also features the country through a special segment called “Eye on the Philippines.” The roll-out also coincides with the Philippine hosting of the 45th Annual Meeting of the Asian Development Bank Board of Governors, which will be held from May 2 to 5 in Manila. Both the TVC and “Eye on the Philippines” are being aired worldwide.

The Department of Tourism would like to thank the following photographers who gave the rights to use their images for free: Joey Rico (Street fashion meme), Abby Yao (Stretch limos meme), Gutsy Tuason (High fives meme), La Venta 2012 (Underground meme), Henson Wongaiham (Tour guides meme), George Tapan (My humps, Going upstairs, and Commuting memes), Company of Ateneo Dancers (Meetings meme), Darwin Dumaraos (Bananas meme), and Bottle School (Stargazing meme).
  1. Jaypee says

    Love this TVC! I think it was a great idea on DOT’s part to outsource the campaign to the public, to use the Pinoy’s creativity and take advantage of the power of social media. 🙂

    1. melo says

      Its great to see that Social Media particularly blogs are now recognized as a powerful marketing tool… btw thanks for dropping by

  2. David Urmann says

    As marketing moves to the web the power of bloggers and other social voices will continue to increase. Lots of great places to visit in the Philippines.

    1. melo says

      @David – although PH does not have a budget compared to other Asian nations, I still think that the campaign is effective

  3. Harriett says

    wonderful submit, very informative. I’m wondering why the other experts of this sector don’t realize this.
    You should continue your writing. I’m confident, you have a great readers’ base already!


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