The Philippines Invites Everyone to 'Be Part of the Font' with Fun Tourism Campaign

With the successful launch of the award-winning 'It’s More Fun in the Philippines' campaign’s next phase, the Philippine Department of Tourism and BBDO Guerrero has unveiled a refreshed sense of ‘fun’ that empowers sustainable tourism.

The production of a typical commercial yields tons of carbon emissions. So, with a view of minimising the Philippine Department of Tourism's carbon footprint, a crowdsourced campaign was launched. This was kicked off with an invitation to 'Be Part of the Fun' or, more accurately, 'Be Part of the Font' with a custom-made typeface that turned everyone’s content into a tourism ad. The font encouraged travellers to share photos around the Philippines while completing the missing letters in words.

Brands and individuals immediately jumped on the bandwagon, taking #ItsMoreFuninthePhilippines to 4.7 million posts on Instagram. The font became a focal point of the campaign and saw a 147% increase in usage of the hashtag just within the first three months. Searches for the Philippines achieved an 11% spike making it the most active for tourism in the SEA region – for literally a fraction of the carbon footprint.

“We’re happy with how the public has received our campaign. Our focus on sustainability ensures a more fun Philippines for generations to come,” shared Philippine Department of Tourism secretary Bernadette Romulo-Puyat.

BBDO Guerrero creative chairman David Guerrero added, “In line with the Department of Tourism’s priorities, we aim to produce a campaign rooted in sustainability in every aspect. We’re glad to have achieved this – thanks to our production team of 4.7 million.”