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The Philippines Invites Everyone to 'Be Part of the Font' with Fun Tourism Campaign

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BBDO Guerrero and the Philippines Tourism Department aims to minimise the country's carbon footprint

The Philippines Invites Everyone to 'Be Part of the Font' with Fun Tourism Campaign
With the successful launch of the award-winning 'It’s More Fun in the Philippines' campaign’s next phase, the Philippine Department of Tourism and BBDO Guerrero has unveiled a refreshed sense of ‘fun’ that empowers sustainable tourism.

The production of a typical commercial yields tons of carbon emissions. So, with a view of minimising the Philippine Department of Tourism's carbon footprint, a crowdsourced campaign was launched. This was kicked off with an invitation to 'Be Part of the Fun' or, more accurately, 'Be Part of the Font' with a custom-made typeface that turned everyone’s content into a tourism ad. The font encouraged travellers to share photos around the Philippines while completing the missing letters in words.


Brands and individuals immediately jumped on the bandwagon, taking #ItsMoreFuninthePhilippines to 4.7 million posts on Instagram. The font became a focal point of the campaign and saw a 147% increase in usage of the hashtag just within the first three months. Searches for the Philippines achieved an 11% spike making it the most active for tourism in the SEA region – for literally a fraction of the carbon footprint.


“We’re happy with how the public has received our campaign. Our focus on sustainability ensures a more fun Philippines for generations to come,” shared Philippine Department of Tourism secretary Bernadette Romulo-Puyat.

BBDO Guerrero creative chairman David Guerrero added, “In line with the Department of Tourism’s priorities, we aim to produce a campaign rooted in sustainability in every aspect. We’re glad to have achieved this – thanks to our production team of 4.7 million.”
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Categories: Sports and Leisure, Tourism

BBDO Asia, Thu, 30 May 2019 10:47:44 GMT