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MEDIA RELEASE 03 May 2012 PHL brings FUN to CNN The Department of Tourism (DOT) has released a new

TV commercial (TVC) via global media giant CNN as part of its international campaign. The 30-second TVC material starts off by saying We asked people why its more fun in the Philippines. and then features several creative memes, all of which were made and contributed by the public. We were inspired by the number of memes generated online, so we decided to make a TVC material out of them. At present, there are already 12,000 versions of the campaign. When we started, there were just three. This is an astounding response from the public, and we wanted to showcase some of the best memes in our TVC which we felt represented both the beauty and fun in our country and people, Tourism Secretary Ramon R. Jimenez, Jr. said. The phenomenal and viral success of Its more fun in the Philippines is greatly due to the people who have participated in the campaign with their catchy and witty versions, each proving to the world how it is indeed more fun in the Philippines. This material is based on genuine photos of real fun experiences in the Philippines, says Jimenez. The new TV ad is just but one of the initiatives that DOT is planning to roll out within the year as it targets 10 million tourist arrivals in 2016.

DOT Media Release 03 May 2012

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In keeping with the campaigns interactive theme, the TV ad ends by asking the viewers to come explore the Philippines and challenging them with the question: What will you come up with? The materials fun factor is aided by the soundtrack, which takes off from Boney Ms Gotta Go Home, after the DOT secured the clearance to use the same. The TVC soundtrack is not based on the popular dance hit Barbra

Streisand of Duck Sauce and also does not involve Apl.de.ap of the Black Eyed Peas. However, Apl is a very strong supporter of Philippine tourism as he reaches out to Filipino-Americans with various projects. The TVC is currently airing on CNN, which is very timely as CNN also features the country through a special segment called Eye on the Philippines. The roll-out also coincides with the Philippine hosting of the 45th Annual Meeting of the Asian Development Bank Board of Governors, which will be held from May 2 to 5 in Manila. Both the TVC and Eye on the Philippines are being aired worldwide. The Department of Tourism would like to thank the following photographers who gave the rights to use their images for free: Joey Rico (Street fashion meme), Abby Yao (Stretch limos meme), Gutsy Tuason (High fives meme), La Venta 2012 (Underground meme), Henson Wongaiham (Tour guides meme), George Tapan (My humps, Going upstairs, and Commuting memes), Company of Ateneo Dancers (Meetings meme), Darwin Dumaraos (Bananas meme), and Bottle School (Stargazing meme). #####
CONTACT: EVELYN A. MACAYAYONG Office of Marketing Communications 525-18-05

DOT Media Release 03 May 2012

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