The Philippines Department of Tourism (DOT) slogan, “It’s More Fun in the Philippines,” picked up a bronze award at the Asia-Pacific Tambuli Awards, while Tourism Secretary Ramon Jimenez Jr. received the Tambuli Crimson Award “Industry Leadership for Good” for promoting the Philippines globally through excellent use of marketing communications.
The Asia-Pacific Tambuli Awards focuses on mainstream brand campaigns that “celebrate humanity, inspire purpose and deliver results.” It honors brands that do good and well, “the seamless integration of creativity, human good and results.”
To be eligible for a Tambuli, an entry must show how its brand uplifts society, creates positive change and correlates purpose with purchase.
In this year’s awards, the DOT’s “It’s More Fun in the Philippines” campaign competed in the Best of the Decade category with Unilever-India’s “Help a Child Reach 5,” Reprieve and Foundation for Human Rights-Pakistan’s “Not a Bug Splat,” PepsiCo and My Shelter Foundation’s “Liter of Light,” Smart Communications Inc.’s “Smart Txtbks” and Metro Victoria-Australia’s “Dumb Ways to Die.”
McCann Melbourne’s “Dumb Ways to Die” campaign was adjudged Best of the Decade (2005 to 2015).
“Five years ago, no one could have predicted that tourism would one day be the third-largest dollar-earning industry in the Philippines. Today, this has become a reality,” Jimenez said in a statement.
Major economic driver
He attributed tourism milestones, particularly global recognition, to support from DOT’s partners and stakeholders, that enabled the industry to become a “national business” and “major economic driver.”
“From a mom-and-pop operation to a thriving national business, tourism in the country now encompasses and cuts across other sectors, from agriculture to infrastructure, education, cuisine, to arts and culture. While we have ushered in an era of modern Philippine tourism, I believe this is just the beginning of a more promising future for the Philippines and our peoples,” the secretary said.
The Asia-Pacific Tambuli Awards began in 2012 and is organized by the School of Communication of the University of Asia and the Pacific “to create a positive impact on society through marketing communications.”