The Philippines: It's more fun in the Philippines: Rebranding a nation

This is the story of how an advertising slogan became part of Filipino culture and grew the country's tourism industry.It explains how the idea, 'It's more fun in the Philippines', was used across social and print channels to prompt Filipinos to share the message and grow global awareness and interest for Philippine tourist attractions. The case demonstrates that the country outperformed neighbouring economies in terms of its growth in tourist arrivals and tourism revenue, and enjoyed an increasing ROI.