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 unveiled a refreshed … read moresense of ‘fun’ that empowers sustainable tourism. Not an easy feat considering the production of a typical commercial yields tons of carbon emissions. With a view of minimizing their carbon footprint, a crowdsourced campaign was launched. This 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.
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