Philippines ‘More Fun’ wins Yomiuri Advertising Award
THE "It's more fun in the Philippines" branding campaign of the Department of Tourism (DOT) was awarded the Readers' Choice for the "Fun" category of the Yomiuri Advertising Award 2013.
The award was conceptualized with the goal of inviting the readers' participation in the selection of winners.
The award is composed of two main parts: (1) advertisements created by the readers and (2) advertisements selected by the readers. It was established in 1984.
The awarding ceremony was held last June 14, 2013 at the Prince Tower Hotel, Tokyo, Japan.
"It may be beginner's luck as this is the first time that the DOT has advertised in Yomiuri, one of Japan's leading newspapers. We were told that the DOT is the only national tourism organization (NTO) recipient under this category which could mean one thing: we are undisputedly FUN," said DOT Tourism Attaché to Tokyo Valentino Cabansag in a statement.
The "fun stuff" of the website has engaged browsers and supporters to contribute their own versions of the memes. Through the apps, some of the best products have been utilized as materials for above-the-line and below-the-line advertising.
For his part, Tourism Secretary Ramon Jimenez Jr., in a separate interview said, "It's more fun in the Philippines is more experiential, dwelling on real and palpable experiences. Indeed, what started as a simple slogan has now become a country statement and a badge of pride among travelers, Filipinos, and foreigners alike."
Japan remains the third biggest generator of tourists to the Philippines, contributing 179,984 visitors or 8.95 percent of the total 2.011 million from January to May this year.
"Japan's economy is slowly on the rebound and the shift from long-haul to short-haul destinations augurs well for our country which is a favorite resort destination in Asia," added Tourism Assistant Secretary Benito Bengzon Jr., head of the Market Development Group. (FP/Sunnex)
The award was conceptualized with the goal of inviting the readers' participation in the selection of winners.
The award is composed of two main parts: (1) advertisements created by the readers and (2) advertisements selected by the readers. It was established in 1984.
The awarding ceremony was held last June 14, 2013 at the Prince Tower Hotel, Tokyo, Japan.
"It may be beginner's luck as this is the first time that the DOT has advertised in Yomiuri, one of Japan's leading newspapers. We were told that the DOT is the only national tourism organization (NTO) recipient under this category which could mean one thing: we are undisputedly FUN," said DOT Tourism Attaché to Tokyo Valentino Cabansag in a statement.
The "fun stuff" of the website has engaged browsers and supporters to contribute their own versions of the memes. Through the apps, some of the best products have been utilized as materials for above-the-line and below-the-line advertising.
For his part, Tourism Secretary Ramon Jimenez Jr., in a separate interview said, "It's more fun in the Philippines is more experiential, dwelling on real and palpable experiences. Indeed, what started as a simple slogan has now become a country statement and a badge of pride among travelers, Filipinos, and foreigners alike."
Japan remains the third biggest generator of tourists to the Philippines, contributing 179,984 visitors or 8.95 percent of the total 2.011 million from January to May this year.
"Japan's economy is slowly on the rebound and the shift from long-haul to short-haul destinations augurs well for our country which is a favorite resort destination in Asia," added Tourism Assistant Secretary Benito Bengzon Jr., head of the Market Development Group. (FP/Sunnex)
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