Mediaboss Marketing

By JULIEN MERCED C. MATABUENA

The first two TV ads launched by the Department of Tourism consisted of memes, such as this one, that tell why it's 'more fun in the Philippines' (Screen grab courtesy of DOTPhilippines' YouTube page)

MANILA, Philippines The Department of Tourisms Its More Fun in the Philippines campaign takes off and goes international as its TV ads debut in one of the worlds premiere news cable channel, the CNN (Cable News Network), on Monday, April 30.

The announcement of its airing was made by DOT Sec. Ramon Jimenez Jr. himself on his Twitter account the same day.

Gusto nating ipakita na talagang it's more fun in the Philippines. Kaya ang ginamit nating music, ginamit nating mga images, even the pacing of the music, and the timing, it's fun, DOT Asec. Domingo Ramon Enerio III told 24 Oras in a taped interview aired on Tuesday.

The 30-second ad features photos not only of the most popular tourist destinations in the country, but also of its people and things that are uniquely Filipino. The images used were shot by regular Filipinos, depicting variations of the Its more fun in the Philippines slogan and flashed one after the other accompanied by an upbeat song in the background. Parts of it were reportedly sung by Apl.de.Ap, the Filipino-American member of the hip-hop group Black Eyed Peas.

A second ad that runs for 15 seconds was released also on Monday, featuring a clip of a tarsier perched on a tree branch with the slogan, "Staring contests. More fun in the Philippines."

Incidentally, CNN has put the Philippines on the spotlight through its Eye On series. For a whole week, from April 30 to May 4, the news channel will run special reports about various topics such as the people, culture, politics, and business.

Meanwhile, Enerio stressed that this ad campaign is everybody's campaign.

Tourism is the Filipino people's business. We want them to be part of this campaign. We want them to embrace it and call it their own, he added.

Read the original:
‘It’s More Fun in the Philippines’ TVC premieres on international news channel