MANILA: The Department of Tourism (DOT)’s “It’s More Fun in the Philippines” promo landed third among the world’s best marketing campaigns, according to the Warc 100, a global annual ranking of marketing campaigns based on performance, effectiveness and strategy.
In giving its ranking, Warc 100 specifically took note of It’s More Fun in the Philippines marketing campaign’s tremendous success despite minimal budget allocation.
“How a low-budget strategy tackled an image problem that prevented potential tourists from visiting the Philippines,” Warc 100 said.
The It’s More Fun campaign was launched in 2012 by the DOT with BBDO Guerrero, one of the country’s most awarded advertising firms. Warc 100’s ranking is mainly focused on marketing that makes a difference, driving business performance or changing consumer behaviour.
It also considers if the marketing campaign was able to become a benchmark for commercial creativity, allowing brands and agencies to compare their performance with their peers.
Also, it takes into account if the marketing campaign was able to showcase the world’s smartest strategies, and the people and organizations behind them.
The rankings are compiled based on the winners of 75 effectiveness and strategy awards from around the world.
Warc.com is an online service offering advertising best practice, evidence and insights from the world’s leading brands. Warc helps clients grow their businesses by using proven approaches to maximize advertising effectiveness.
Warc’s clients include the world’s largest advertising and media agencies, research companies, universities and advertisers.
Warc also publishes leading journals including Admap, Market Leader, the Journal of Advertising Research and the International Journal of Market Research.
In addition to its own content, Warc features advertising case studies and best practices from more than 50 respected industry sources, including The Advertising Research Foundation, Cannes Lions, Effie Worldwide, Association of National Advertisers, ESOMAR, 4A’s, The IPA and DMA.
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