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A Case Study 
Presented as 
a Partial Fulfillment 
of the Requirements 
in Marketing Management 
Submitted by: 
Reymart Ar...
July 25, 2014 
TABLE OF CONTENTS 
INTRODUCTION 
……………………………………………………………………..1 
ii 
Wow Philippines 
…………………………………………………………...
THE CASE 
…………………………………………………………………………...8 
SWOT ANALYSIS 
…………………………………………………………………...9 
TOWS MATRIX 
…………………………………………………...
million), Malaysia (25 million), Hong Kong (20 million), Thailand (16 million), Macau (12 
million), Singapore (9 million)...
Department of Tourism (DOT) by splitting the Department of Trade and Tourism into two 
separate departments. Included in t...
tourism. After the third TRICON meeting in 2003, the campaign was established with focus on 
the different images and bene...
2010. It replaced the WOW Philippines campaign. Since the tourism slogan used in the 
campaign was controversial and recei...
enjoyment I am feeling when I’m diving here in the Philippines and when I’m doing the same 
thing abroad?” 
“The character...
word mark or when the word mark is used alone, the registered trademark should follow the 
upper right hand corner of the ...
x 
Awards and Successes 
In 2013, the total revenue from inbound visitors increased by 15.1 percent, to a hefty 
$4.40 bil...
The figure was below the Philippine target of five million arrivals for the year, but 
Jimenez still considers 2013 to be ...
renewed enthusiasm for the country’s tourism industry. Up to the present, the campaign 
continues to be supported by partn...
SWOT ANALYSIS 
STRENGTHS WEAKNESSES 
In order to address the case given, measuring and analysing the internal (Strengths a...
1. Slogan Incorporation 
2. Filipino Themselves 
3. Social Media Effectiveness 
4. Large Budget Given as 
Php3.1 Billion 
...
xv 
(W3, O1) 
3. Summits and Conferences 
outside the Country 
Market Penetration 
The use of print media like 
magazines ...
Philippine Culture but also to 
others in connection to us, 
with the purpose of still 
attracting them to visit our 
coun...
RECOMMENDATION 
Security in the Philippines 
Upon examining and analysing the internal and external factors of the new Dep...
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IT'S MORE FUN IN THE PHILIPPINES (CASE STUDY)

Upon analyzing the strengths, weaknesses, opportunities and threats of It's More Fun in the Philippines Campaign, the proponents came up with two major strategies or recommendations like Market Penetration Strategy by taking advantage of the technological proliferation by engaging to other medium like television, radio and alike aside from social networks which have been an effective arena of the campaign through promotion to increase involvement, then Market Development Strategy by encouraging the OFWs who are bearing our pride in other countries to be the promotional tools themselves by offering some items incorporating the It’s More Fun in the Philippines Campaign like shirts, cups and other merchandise.

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IT'S MORE FUN IN THE PHILIPPINES (CASE STUDY)

  1. 1. A Case Study Presented as a Partial Fulfillment of the Requirements in Marketing Management Submitted by: Reymart Arazon Timothy Deinla Ruzzel Evangelista Judze Paglinawan Andrea Kristel San Diego Jeannest Simbulan Shownaleah Tolentino Carl Marvin Yabut Submitted to: Mr. Angelito Calingo
  2. 2. July 25, 2014 TABLE OF CONTENTS INTRODUCTION ……………………………………………………………………..1 ii Wow Philippines ……………………………………………………………...1 Pilipinas Kay Ganda …………………………………………………………....2 BACKGROUND ……………………………………………………………………....4 It’s More Fun in the Philippines ………………………………………………...4 Creator ……………………………………………………………………….4 Rationale ……………………………………………………………………....4 Typography ………………………………………………………………….5 Registered Trademark ………………………………………………………..5 Incorporation …………………………………………………………………5 Awards and Successes ……………………………………………………..7
  3. 3. THE CASE …………………………………………………………………………...8 SWOT ANALYSIS …………………………………………………………………...9 TOWS MATRIX …………………………………………………………………….10 RECOMMENDATION ………………………………………………………………..13 ABSTRACT There has been a lot of word-or-mouth and mentions in social networking sites about the campaign. However, whether Filipinos, who posted their own efforts or ideas for the slogan in their Facebook and Twitter, communicated the right idea to the right audience as the DOT attempted to make a viral people’s campaign that aimed to bring travellers from other countries to the Philippines. The top ten tourism destinations of the world as of 2011 included two Asian countries: France, USA, China, Spain, Italy, UK, Turkey, Germany, Malaysia and Mexico. Some 204 million tourists visited the Asia Pacific region in 2010, and the top ten places were China (56 iii
  4. 4. million), Malaysia (25 million), Hong Kong (20 million), Thailand (16 million), Macau (12 million), Singapore (9 million), South Korea (8.8 million), Japan (8.6 million), Indonesia (7 million) and Australia (6 million).The Philippines has not been in the top ten but has improved to attracting around 3.7 million foreign tourists in 2011. The DOT aims to attract 10 million tourists by the end of 2016, to narrow the gap in comparisons between the Philippines and Vietnam (which is getting 5 million visitors a year). In this light, the challenge is how to creatively execute the communication strategy that is consistent with It’s More Fun in the Philippines in order to be compelling without making the Philippines look like a second choice. Upon analyzing the strengths, weaknesses, opportunities and threats, the proponents came up with two major strategies or recommendations like Market Penetration Strategy by taking advantage of the technological proliferation by engaging to other medium like television, radio and alike aside from social networks which have been an effective arena of the campaign through promotion to increase involvement, then Market Development Strategy by encouraging the OFWs who are bearing our pride in other countries to be the promotional tools themselves by offering some items incorporating the It’s More Fun in the Philippines Campaign like shirts, cups and other merchandise. INTRODUCTION Started as a private initiative to promote the Philippines as a major travel destination, the Philippine Tourist & Travel Association was organized in 1950. In 1956, the Board of Travel and Tourist Industry was created by Philippine Congress. As stipulated in the Integrated Reorganization Plan in 1972 sanctioned as a law under Presidential Decree No. 1, as amended, the Department of Trade and Tourism was established, reorganizing the then Department of Commerce and Industry. A Philippine Tourism Commission was created under the unified Trade and Tourism Department to oversee the growth of the tourism industry as a source of economic benefit for the country. Then in 1973, President Ferdinand Marcos created a new cabinet-level iv
  5. 5. Department of Tourism (DOT) by splitting the Department of Trade and Tourism into two separate departments. Included in the new Department of Tourism, the agency Philippine Tourism Authority (PTA) and the Philippine Convention Bureau (PCB) were created. The Department of Tourism was then renamed Ministry of Tourism as result of the shift in the form of government as enshrined in the amendments to the 1973 Constitution. In 1986, under Executive Order Numbers 120 and 120-A signed by President Corazon Aquino, the Department of Tourism was reorganized and, correspondingly, the Philippine Convention Bureau was renamed the Philippine Convention and Visitors Corporation. In 1998, the Department of Tourism assumed a prominent role in culmination of centennial celebrations of the Philippine's Independence from Spain. The WOW Philippines campaign proves that good leadership, problem-setting, planning, and implementation can make significant advancements within the tourism sector. The effectiveness of the WOW Philippines campaign is even utilized as a political platform (Richter 1989; Mansfeld & Pizam 2006; Burns and Novelli 2007). This campaign which was spearheaded by the former DOT Secretary Richard Gordon was intended to feature the country's uniqueness. It showcases the different destinations in the Philippines and their unique offerings. The WOW in the WOW Philippines campaign is an acronym for the attractions to be experienced in the country e.g. World of Wonders. This campaign aided in generating budget in marketing and promotions of the traditional and new tourism products due to the discovery that the Philippines was behind in promoting itself internationally as a tourist destination in comparison with its neighbouring countries (Valencia 2002) . In 2001, Gordon addressed the needs of the tourism industry through the first Tourism Related Industry Conference (TRICON). Cooperation between the different tourism sectors as well as the involvement of both local and provincial political sectors was needed to improve v
  6. 6. tourism. After the third TRICON meeting in 2003, the campaign was established with focus on the different images and benefits of inbound tourism, thus, encompassing a wider area of the Philippines. Niche marketing such as tourism within golfing, meetings and conferences, business and incentives, adventure, diving and water sports, and culture became a part of the strategy (Mansfeld & Pizam 2006). The latest improvements in the tourism industry in the country came about with the passage of Republic Act No. 9593 or the "Tourism Act of 2009." The Pilipinas Kay Ganda campaign logo design was criticized for alleged plagiarism. Discussions on social media pointed out and suspected that the campaign logo was plagiarized from Poland's own tourism campaign, Polska. The logos of Polska and Pilipinas Kay Ganda's font were similar. Both the letter "L" of the campaign slogans were stylized into trees. The difference is that Pilipinas Kay Ganda's letter "L" was stylized into a coconut tree with a smiley face as opposed to Polska's "L" which was stylized into generic tree. Tourism Secretary Alberto Lim acknowledged that the Philippine campaign slogan bare some similarities with the Polska logo and commented that the Philippine campaign logo was more colorful. Tourism Undersecretary Enteng Romano, in a text message forwareded by Palace Spokesperson Abi Valte, denied that the Philippine campaign logo was plagiarized and that the logo has enough elements to be distinct from Poland's campaign logo. Pilipinas Kay Ganda (lit. Philippines, So Beautiful) was a short-lived advertising campaign made by the Department of Tourism to promote tourism in the Philippines launched in vi
  7. 7. 2010. It replaced the WOW Philippines campaign. Since the tourism slogan used in the campaign was controversial and received mostly negative reception from the Filipino public, Pilipinas Kay Ganda was eventually replaced with It's more fun in the Philippines. BACKGROUND vii Creator The man behind the campaign is David Guerrero, chairman and chief creative officer of BBDO Guerrero, which is the country’s most awarded advertising firm. The BBDO Guerrero is responsible for the very effective advertisement of Pizza Hut’s “Hate Late”, FedEx’s “WeLiveToDeliver”, Pepsi’s “Pinas”, Bayan Tel’s “Lola Techie” & many more. Guerrero said the idea came during a diving trip, where he realized “how much more fun it is to be doing the same thing here than in another country. Am I going to feel the same
  8. 8. enjoyment I am feeling when I’m diving here in the Philippines and when I’m doing the same thing abroad?” “The character ‘fun’ is very Filipino,” he added. “’More’ is only a part of it. It’s people's desire to have fun, possibly too much fun.” From there, Guerrero and his team considered different strategies on how to make the campaign viral and effective. In the end, they chose to tap into the power of social media. “I think we can do this through an understanding of social media and the way people consume media, especially when they’re planning to travel,” he said. “People these days, when they go on a trip, they go online and ask friends. They will check recommendations.” BBDO Guerrero eventually won the bid for the country’s tourism campaign with “It’s more fun in the Philippines,” besting seven other agencies. And the rest is history. viii Rationale The map on the It’s more fun in the Philippines logo is inspired by the banig, a handwoven Philippine product used for sleeping or sitting. The logo is also a picture-puzzle of digital pixels. It symbolizes our history and our future, our traditions and aspirations. And just like fiestas, it’s bright and colourful. Typography The font Harabara by Andre Harabara is a combination of straight lines and rounded corners that reflect the Filipino character, firm in our beliefs, culture and traditions, friendly, warm and welcoming. We wanted a font that was simple but compared to the other things out there, it’s a little more fun. Registered Trademark When the icon is to the left of the
  9. 9. word mark or when the word mark is used alone, the registered trademark should follow the upper right hand corner of the letter “E” ix Incorporation Thousands of pictures, sceneries and happenings in the Philippines were the secret behind the social media success of the campaign. These strengthen the slogan which justifies the campaign’s relativity as shown by the following pictures:
  10. 10. x Awards and Successes In 2013, the total revenue from inbound visitors increased by 15.1 percent, to a hefty $4.40 billion (P186.15 billion). The increase surprised tourism officials, who were expecting fewer visitors after a series of calamities struck the country. According to Secretary Jimenez, 4,681,307 foreigners visited the country last year, a 9.56 percent jump from 2012 figure of 4,272,811.
  11. 11. The figure was below the Philippine target of five million arrivals for the year, but Jimenez still considers 2013 to be a milestone for the tourism industry, since visitor arrivals increased despite the devastating earthquake in Cebu and Bohol and Super Typhoon Yolanda in November. Jimenez said the key source markets generally performed well during the month of December, proof of the tourism sector’s resilience. South Korea is the Philippines’ biggest source of tourists, with 1.17 million visitors from xi that country. The United States ranks second with 674,564 arrivals. Other visitors came from Japan (433,705); China (426,352); Australia (213,023); Singapore (175,034); Taiwan (139,099); Canada (131,381); Hong Kong (126,088); United Kingdom (122,759); Malaysia (109,437); and Germany (70,949). Jimenez believes that one of the reasons that attracted foreign tourists to the country is the DOT’s aggressive promotion campaign, bannered by slogan, “It’s more fun in the Philippines.” Bestowed the prestigious Tambuli Award for integrated marketing communication efforts, the campaign is proof that “Filipino pride sells,” Jimenez said. The Tambuli awards recognize social relevance, values and effectiveness of marketng communication projects. With this campaign, the DOT was able to inspire a people’s campaign. The voice of 95 million Filipinos (27 million of whom are active on Facebook and almost 10 million on Twitter) and over 12 million Filipino workers overseas was expressed in one idea. The campaign’s launch has spent zero on above-the-line advertising, and has arguably become the most famous international and domestic tourism campaign in Philippine history. Just two days after the media launch (January 6, 2012), the campaign had become the top trending topic online worldwide. Tapping into everyone’s desire to be creative, the campaign sparked off the creation of over 75,000 memes through inspired user-created ad-maker sites and mobile apps. These individual memes have later been translated into promotional posters, brochures, newspaper and magazine ads, and a global TV commercial –entirely from crowd-sourced ideas. As a result, the DOT had effectively turned the 95 million Filipinos into a tourism sales force. The campaign line has become a rallying cry, building a new sense of excitement and
  12. 12. renewed enthusiasm for the country’s tourism industry. Up to the present, the campaign continues to be supported by partners both in the public and private sectors. THE CASE There has been a lot of word-or-mouth and mentions in social networking sites about the campaign. However, whether Filipinos, who posted their own efforts or ideas for the slogan in their Facebook and Twitter, communicated the right idea to the right audience as the DOT attempted to make a viral people’s campaign that aimed to bring travellers from other countries to the Philippines. With market potential of 1 billion tourists spending US$1 trillion worldwide, a small increase in tourist numbers would greatly benefit the Philippines as it has not attracted as many foreign tourists, with market shares less than half of one percent. This is even with the consideration of the many natural wonders that the Philippines has versus the man-made structures in other countries. The additional source of revenues could complement other major sources of foreign receipts like exports values of over US$51 billion and of OFW remittances nearly US$20 billion in 2010. The top ten tourism destinations of the world as of 2011 included two Asian countries: France, USA, China, Spain, Italy, UK, Turkey, Germany, Malaysia and Mexico. Some 204 million tourists visited the Asia Pacific region in 2010, and the top ten places were China (56 million), Malaysia (25 million), Hong Kong (20 million), Thailand (16 million), Macau (12 million), Singapore (9 million), South Korea (8.8 million), Japan (8.6 million), Indonesia (7 million) and Australia (6 million).The Philippines has not been in the top ten but has improved to attracting around 3.7 million foreign tourists in 2011. The DOT aims to attract 10 million tourists by the end of 2016, to narrow the gap in comparisons between the Philippines and Vietnam (which is getting 5 million visitors a year). In March 2014, it was reported that the Philippines has reached its highest-ever tourist visits in a month, reaching 400,000, suggesting the success of the It’s More Fun in The Philippines campaign and other local tourism initiatives. In this light, the challenge is how to creatively execute the communication strategy that is consistent with It’s More Fun in the Philippines in order to be compelling without making the Philippines look like a second choice. xii
  13. 13. SWOT ANALYSIS STRENGTHS WEAKNESSES In order to address the case given, measuring and analysing the internal (Strengths and Weaknesses) and external factors (Opportunities and Threats) of the campaign is needed. The following table contains the underlying factors: STRENGTHS WEAKNESSES 1. Slogan Incorporation 2. Filipino Themselves 3. Social Media Effectiveness 4. Large Budget Given as Php3.1 Billion 5. Campaign Relativity 6. Recognition as part of the World’s Wonders of the World 1. Poor Condition of Facilities like Airports 2. Limited Reach of the Campaign 3. Low Direct Involvement of the Filipinos 4. Unappealing Philippine Setting 5. Security Issues 6. Archipelagic State OPPORTUNITIES THREATS 1. Increasing number of OFW 2. Tri-media Opportunity 3. Summits and Conferences outside the Country 4. ASEAN Integration (Country Openness) 5. Package/Bundle Trips 1. Calamities/Unforeseeable events 2. Shift from Direct to Connecting Flight 3. Territorial Conflicts 4. Bad Image Regarding Security Issues TOWS MATRIX xiii
  14. 14. 1. Slogan Incorporation 2. Filipino Themselves 3. Social Media Effectiveness 4. Large Budget Given as Php3.1 Billion 5. Campaign Relativity 6. Recognition as part of the World’s Wonders of the World xiv 1. Poor Condition of Facilities like Airports 2. Limited Reach of the Campaign 3. Low Direct Involvement of the Filipinos 4. Unappealing Philippine Setting 5. Security Issues 6. Archipelagic State OPPORTUNITIES SO STRATEGIES WO STRATEGIES 1. Increasing number of Overseas Filipino Workers Market Development As part of being hospitable and jolly persons, the Filipinos residing in other countries would be an instrument to promote how really fun it is to be in the Philippines. (S2, O1) Market Development The boom in technology is a great field to extend the reach of the campaign by making use of the medium where the market is engaged like on Worldwide Cable Channels to attract foreign tourists. (W2, O2) 2. Tri-media Opportunity Market Penetration Taking advantage of the technological proliferation by engaging to other medium like television, radio and alike aside from social networks which have been an effective arena of the campaign. (S3, O2) Market Development Encouraging the Filipinos especially those who are bearing our pride in other countries to be the promotional tools themselves by offering some items incorporating the It’s More Fun in the Philippines Campaign.
  15. 15. xv (W3, O1) 3. Summits and Conferences outside the Country Market Penetration The use of print media like magazines and brochures highlighting the beauty and splendor of the Philippines to be given at Summits and Conferences would be an effective mean to promote the tourism industry. (S4, O2) Horizontal Integration Summits and Conferences outside the country can be an area to wash away the notation in mind of prospect tourists that the Philippines is an unsecured country because of the threat of terrorism by highlighting the peace that our wonders of nature have to offer. (W5, O3) 4. ASEAN Integration (Country Openness) Backward Integration The policy of “open-country” could also possibly be a great opportunity to expand the reach of the campaign by taking advantage of those open cities through promotions using the allotted budget. (S4, O3) Backward Integration Tapping and encouraging the Airlines to offer package and bundle trips around Philippine Vicinity such as multiple-place- visitation for tourists to see the different splendor of the archipelago. (W6, O5) 5. Package/Bundle Trips Horizontal Integration Relativity of the campaign such as it is understandable and can be incorporated to other fields, this open-country policy may also be a ground to not just give emphasis to
  16. 16. Philippine Culture but also to others in connection to us, with the purpose of still attracting them to visit our country. (S5,O4) THREATS ST STRATEGIES WT STRATEGIES xvi 1. Calamities/Unforeseeable events Market Penetration Though calamities are really destructive, the Filipinos’ way of getting through it can also be good means of publicity like: SURVIVING, It’s More Fun in the Philippines. (S1, S2, T1) Market Penetration Encouraging the Filipinos to take part of the campaign by also promoting peace through selling merchandise which is now getting effective as of time. (W3, W4, T4) 2. Shift from Direct to Connecting Flights Market Penetration Giving emphasis to the beauty of the country especially such listed in the New Wonders of the World can be a way to erase the bad image regarding security in the Philippines. (S6, T4) Related Diversification Deal with territorial conflicts with calmness as how peaceful our beaches are by promoting and discovering the hidden paradise of the country and the amazing story of how our fellow Filipinos in the past have fought for our country’s independence (Vigan). (W5, T3) 3. Territorial Conflicts 4. Bad Image Regarding
  17. 17. RECOMMENDATION Security in the Philippines Upon examining and analysing the internal and external factors of the new Department of Tourism Campaign, the proponents are proposing the following recommendations in order to creatively execute the communication strategy that is consistent with It’s More Fun in the Philippines in order to be compelling without making the Philippines look like a second choice: Market Penetration Strategy  Taking advantage of the technological proliferation by engaging to other medium like television, radio and alike aside from social networks which have been an effective arena of the campaign through promotion to increase involvement.  The use of print media like magazines and brochures highlighting the beauty and splendour of the Philippines to be given at Summits and Conferences would be an effective mean to promote the tourism industry.  Increasing publicity through more incorporation of slogan like SURVIVING, It’s More Fun in the Philippines when there are calamities and videos showing how fun it is to be in the Philippines.  Selling of merchandise which is now getting effective to get Filipinos more involve in promoting the beauty of the Philippines. xvii Market Development Strategy  Encouraging the OFWs who are bearing our pride in other countries to be the promotional tools themselves by offering some items incorporating the It’s More Fun in the Philippines Campaign like shirts, cups and other merchandise.  Making use of the medium where the market is engaged like on Worldwide Cable Channels to attract foreign tourists.

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