Wazzup Pilipinas!
The Philippines continues to attract global attention, as the Department of Tourism’s It’s more fun in the Philippines branding campaign bags the Readers’ Choice for the “Fun” category of the Yomiuri Advertising Award 2013. The awarding ceremony was held on 14 June 2013 at the Prince Tower Hotel, Tokyo, Japan.
Started in 1984, the award was conceptualized with the goal of inviting the readers’ participation in the selection of winners. The award is composed of two main parts: (1) advertisements created by the readers and (2) advertisements selected by the readers. The success of the Department of Tourism’s (DOT) may partly be attributed to the power of social media, this being the launching pad and source of never-ending support. The ‘fun stuff’’ of the website has engaged browsers and supporters to contribute their own versions of the memes. Through the apps, some of the best products have been utilized as materials for above-the-line and below-the-line advertising.
“It may be beginner’s luck as this is the first time that the DOT has advertised in Yomiuri, one of Japan’s leading newspapers. We were told that the DOT is the only national tourism organization (NTO) recipient under this category which could mean one thing: we are undisputedly FUN,” DOT Tourism Attache to Tokyo Valentino Cabansag shared.