The Department of Tourism’s “It’s More Fun in the Philippines” campaign takes off and goes international as its TV ads debut in one of the world’s 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 “It’s 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.
Celine Clemente, President of the Tourism Congress, commended this latest initiative of the DOT.
“This is a very, very long awaited welcome from the [Tourism Congress] stakeholders. It's now time, this is a very huge project and a very welcomed initiative. We should reach the world, and CNN is one way of reaching to the world,” she said.
By JULIEN MERCED C. MATABUENA