A Case StudyPresented as

a Partial Fulfillmentof the Requirements

in Marketing Management

Submitted by:Reymart ArazonTimothy Deinla

Ruzzel EvangelistaJudze Paglinawan

Andrea Kristel San DiegoJeannest Simbulan

Shownaleah TolentinoCarl Marvin Yabut

Submitted to:Mr. Angelito Calingo

July 25, 2014TABLE OF CONTENTS

INTRODUCTION

……………………………………………………………………..1

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

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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

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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

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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

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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

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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

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

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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.

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

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When the icon is to the left of the word mark or when the word mark is used alone, the

registered trademark should follow the upper right hand corner of the letter “E”

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:

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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.

x

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

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

xi

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.

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SWOT ANALYSIS

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

STRENGTHS WEAKNESSES

1. Slogan Incorporation

2. Filipino Themselves

3. Social Media Effectiveness

4. Large Budget Given as

1. Poor Condition of

Facilities like Airports

2. Limited Reach of the

Campaign

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Php3.1 Billion

5. Campaign Relativity

6. Recognition as part of the

World’s Wonders of the

World

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.

(W3, O1)

3. Summits and Conferences

outside the Country

Market Penetration

The use of print media like

magazines and brochures

Horizontal Integration

Summits and Conferences

outside the country can be an

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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)

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

Philippine Culture but also to

others in connection to us,

with the purpose of still

attracting them to visit our

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country.

(S5,O4)

THREATS ST STRATEGIES WT STRATEGIES

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

Security in the Philippines

RECOMMENDATION

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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.

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.

xvii