DOT rolls out new ‘It’s More Fun in the Philippines’ ads

To step up its tourism campaign dubbed It's More Fun in the Philippines, the Department of Tourism (DOT) recently released four television commercials (TVCs) featuring Boracay, Davao, Cebu and Manila as top tourist destinations.

 

The TVCs, each lasting for about 30 seconds, aim to capture what is unique in each destination. Thus, the DOT branded Boracay as “Asia’s 24/7 island,” Davao as the site for nature adventure and relaxation, Cebu as the perfect site for diving as well as for high-quality musical instruments, and Manila as the “Capital of Fun.”

 

“This year, we are shifting the focus of our promotional campaigns and marketing efforts towards specific destinations worthy of becoming a brand of their own, not only because of their wide variety of product offerings, but because of the unique experiences that these destinations could offer,” Tourism Secretary Ramon R. Jimenez, Jr. said in a statement.

 

Jimenez said the DOT will roll out in the coming months more advertising materials featuring other top tourist destinations in the country.

 

But just this early, the four TVCs have already been shared over social media and aired over international TV channels such as CNN, including CNN US Airport feed, Asian Food Channel, BBC, Fox Sports, EuroNews, and EuroSport in various countries from USA, Canada, Malaysia, Singapore, Thailand, Taiwan, and parts of Europe.

 

The print ad versions have also appeared in German publications, the UK Sunday Times Travel, Action Dive (for Southeast Asian distribution), and also displayed as out-of-home ads in selected Korea subway stations.

 

Launched during the summer, the advertisement on Boracay Island is a time-lapse video that captures what “Asia’s 24/7 Island” is like—a vibrant destination bursting with activities from day to night.

 

“The TVC speaks to travelers looking for value for money destinations, due to the unending variety of activities available in one place—24 hours a day, 7 days a week,” the DOT said in a statement.

 

The advertisement on Davao, meanwhile, features the slogan “Explore, Relax, Repeat” and highlights the province's eco-adventure and wellness assets which aim to attract the ecotourists, adventure seekers, and health and wellness enthusiasts.

 

Underwater shots meanwhile dominate the video advertisement on Cebu to highlight the province's majestic diving sites. The video ended with a fisherman on a boat playing a guitar, drawing attention to the high-quality musical instruments available in the province.



The video advertisement on Manila, the “Capital of Fun,” meanwhile, features an upbeat music and fast-paced flashes of images depicting the endless possibilities of a fun vacation, from shopping to nightlife, tours, art and culture, and business.

 

“From the jingle, '…every corner, fun, fun, fun… Manila, welcome back,' the TVC encourages both first-time and repeat visitors to discover the many facets of the premier city,” the DOT said.

 

Jimenez, however, stressed that despite the DOT's active campaign, participation of the locals in promoting their provinces or cities is still the key in improving the country's tourism.

 

“What will truly sustain our more fun campaign are the people themselves – from the industry frontliners to the host communities, local governments, businesses, and citizens who are behind every satisfied customer and every pleasant experience. They play a big part in spreading and amplifying our messages, enticing would-be visitors to come visit our shores,” Jimenez said. —Elizabeth Marcelo/KG, GMA News