| Title | #PHTHANKYOU |
| Brand | PHILIPPINE DEPARTMENT OF TOURISM |
| Product / Service | TOURISM |
| Category | A08. Use of Social in a Media Campaign |
| Entrant | BBDO GUERRERO Makati City, THE PHILIPPINES |
| Entrant Company | BBDO GUERRERO Makati City, THE PHILIPPINES |
| Advertising Agency | BBDO GUERRERO Makati City, THE PHILIPPINES |
| Advertising Agency 2 | DENTSU PHILIPPINES Manila, THE PHILIPPINES |
| Production Company | REVOLVER STUDIOS, INC. Makati City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| David Guerrero | BBDO Guerrero | Chief Creative Officer/Copywriter |
| Dale Lopez | BBDO Guerrero | Executive Creative Director/Art Director |
| Gary Amante | BBDO Guerrero | Creative Director/Art Director |
| Rey Tiempo | BBDO Guerrero | Creative Director/Copywriter |
| Tony Harris | BBDO Guerrero | Chief Executive Officer |
| Rizza Garcia | BBDO Guerrero | Head Of Design/Designer |
| Ombet Traspe | BBDO Guerrero | Director Of Marketing |
| Paolo Acosta | BBDO Guerrero | Group Account Director |
| Monica Muyot | BBDO Guerrero | Account Manager |
| Jing Abellera | Just Add Water | Producer |
| Idda Aguilar | Just Add Water | Producer |
| Tony Hertz | Tony Hertz: Radio/Brand Sound | Sound Director |
| Roshan Nandwani | BBDO Guerrero | Digital Group Account Director |
| Cristina Buenaventura | BBDO Guerrero | Deputy Planning Director |
| Cez Golez | BBDO Guerrero | Social Manager |
| Blue Endaya | BBDO Guerrero | Digital Producer |
| Francine Kahn/Gonzalez | BBDO Guerrero | Managing Director |
| Edel Sarmiento | BBDO Guerrero | Digital Senior Account Manager |
| Nonna Nanagas | Dentsu Philippines/Inc | President |
| Brandon Dollente | BBDO Guerrero | Copywriter |
We got over 20,000 free pick-ups online and in traditional print and broadcast media. As a direct response, CNN wrote about our best tourism spots, saying: “Given how gracious the nation is being, it's a fine time to revisit one of the Philippines best assets -- its 7,000 islands…” All amount to over 1.2 billion media impressions, translating to roughly USD2.6 million-worth of free media values. Earned media was double the campaign’s budget. Not only did we prevent a dip in arrivals, we helped it rise by 1.71%, giving the country a maximum attributable ROI of $91 per dollar spent.
We coordinated a simultaneous unveiling of billboards in some of the world’s most famous locations including Times Square in New York, Galeries Lafayette in Paris, Picadilly Circus in London, Shibuya Crossing in Tokyo, and Ion on Orchard Road in Singapore. Then, we encouraged the global Filipino community to post personal messages of thanks with the hashtag #PHthankyou. In the process, we turned social media into a space for the country’s gratitude. And we effectively shifted the world’s conversation about the country toward something more positive.
On November 8, 2013, the country was struck by a devastating typhoon. Images of it dominated the world’s news cycle. And generous aid poured in. But as almost 1 in 5 jobs depend on tourist arrivals, it was vital for tourism to continue. We needed to signal to the global public that it was ok to come back. So, on the typhoon’s 3-month anniversary – at the exact time it struck – we decided to do what came most naturally: say thank you.