Brand­ing cam­paign that breathes lo­cal life

ArabAd - - BRANDING -

The Depart­ment of Tourism (DOT) in the Philip­pines has re­freshed its sig­na­ture cam­paign ‘It’s More Fun in the Philip­pines!’ with the help of ad­ver­tis­ing agency BBDO Guer­rero.

The new brand­ing iden­tity in­cludes a fresh type­face that breathes life and comes even closer to the heart of the na­tion.

Most no­tably, the tourism cam­paign’s pre­vi­ous sans serif, ‘Harabara’ has been re­placed with ‘Barabara’—a sound that seems to have a more lo­cal ring to it.

The new type­face takes in­spi­ra­tion from the charm­ing hand-painted signs that adorn the coun­try’s jeep­neys, tri­cy­cles, and beach re­sorts. It was de­signed by BBDO Guer­rero’s Filipino art di­rec­tor, 25-year-old Michelle Co.

While Co was handed an ex­ist­ing se­lec­tion of type­faces to work with, “I felt like the Philip­pines has al­ways been some­thing unique,” she told Esquire Mag­a­zine Philip­pines. “I don’t think other coun­tries have the type of fla­vor, taste, and art style that we have… so we made a cus­tom type­face that is de­serv­ing of the per­son­al­ity of our coun­try.” Else­where, the cam­paign has in­tro­duced a “fun, con­tem­po­rary” logo fea­tur­ing “a weave with each color rep­re­sent­ing a uniquely Filipino prod­uct.”

This is a 100% crowd-sourced tourism cam­paign. All the amaz­ing pho­tos, even the words used for the new cam­paign were sourced from real trav­el­ers’ posts.

This cam­paign aims to po­si­tion the coun­try as a vi­brant des­ti­na­tion for lo­cals and vis­i­tors.

In line with the re­launch, the DOT is invit­ing tourists to share more of their pho­tos or videos with the hash­tag #itsmor­funinthep­hilip­pines and ex­plain why they think it is more fun the Philip­pines, with an op­por­tu­nity of hav­ing their con­tent fea­tured in the depart­ment’s fu­ture ad­ver­tis­ing ma­te­ri­als.

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