The Philippine online community has been flooded with memes, tweets, posts, links, and whatever sharing things you can think of about the new campaign for Philippine tourism. The official campaign line developed by multi-awarded advertising agency BBDO Guerrero is: “It’s more fun in the Philippines”. This trended on Twitter earlier not just in the Philippines, but for some time, even worldwide. There has also been much debate on the quality of the campaign which has been described by some as “deceptively simple” but current arguments have moved on to it being the same with an old tourism ad for Switzerland in the 1950s.
Of course, this being a Korean-oriented blog – I took more notice of the Korean version of the line that was tweeted by distiguished journalist Maria Ressa. The line read: “즐거움이 더, 더, 더”. The translation of the agency is that it means: “All the more fun” or “Fun goes to more, more, more!” I find it a little awkward because of the “더, 더, 더” which translates to “more, more, more” (Perhaps the intent was to make it more conversational). Nevertheless, it’s a simple yet clear line that any Korean can understand easily.
This is very important for the Philippines since Koreans comprise one of the biggest groups of tourists visiting the country. I think it’s quite a smart move to have a line that is easily understood and translatable to different key markets. For this, I give a thumbs up to the Philippine Department of Tourism and the ad agency behind it.