Title | PHOTOFAILS |
Brand | THE PHILIPPINE DEPARTMENT OF TOURISM |
Product / Service | PHILIPPINE TOURISM |
Category | A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
Entrant | BBDO GUERRERO Makati City, THE PHILIPPINES |
Idea Creation | BBDO GUERRERO Makati City, THE PHILIPPINES |
Media | DENTSU PHILIPPINES Manila, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
David Guerrero | BBDO Guerrero | Creative Chairman |
Dale Lopez | BBDO Guerrero | Executive Creative Director |
Nikki Golez | BBDO Guerrero | Creative Director |
Ombet Traspe | BBDO Guerrero | General Manager |
Cristina Buenaventura | BBDO Guerrero | Deputy Head of Planning |
Dalla Sucgang - Reinard | BBDO Guerrero | Account Director |
Rachel Yulo | BBDO Guerrero | Creative Director |
Roshan Nandwani | BBDO Guerrero | Head of Digital |
Lizther Castaneda | BBDO GUERRERO | Associate Creative Director |
Georgina Angsanto | BBDO GUERRERO] | Creative Director |
Cristina Buenventura | BBDO GUERRERO | Deputy Head of Planning |
Niño Runes | BBDO GUERRERO | Account Manager |
Ino Magno | Just Add Water | Producer |
Al Salvador | BBDO GUERRERO | Head of Production |
Zeth Pascual | BBDO GUERRERO | Producer |
Manny Vailoces | BBDO GUERRERO | Head of Final Art |
Joy Panaguiton | BBDO GUERRERO | Senior FA and Graphic Artist |
Oliver Brillantes | BBDO GUERRERO | FA Artist |
Vilma Magsino | BBDO GUERRERO | Final Artist |
Leo Diño | Trespaña Productions | Videographer, Photographer |
Karel Sevilla | Trespaña Productions | Videographer, Photographer |
Princess Wendam | BBDO GUERRERO | Editor |
Natalia Burgos | BBDO GUERRERO | Editor, Animator |
Photo fails in paradise is a social media campaign launched to encourage more tourists to visit the Philippines again. The campaign called for tourists’ worst travel photos—from badly cropped and photobombed to mom’s-giant- thumb-in-the-face. The best (worst) pictures were rewarded with a free ticket back to the Philippines.
Most tourism campaigns try hard to make their country look idyllic, showcasing tourist sites with only the best photographers. But we think our slice of paradise can’t take a bad picture. Not even with the world’s worst photographers. So we launched Photo Fails in Paradise, a social media campaign that asked tourists to share and post their photobombed, thumb-in-the-face, caught-in-the- surf photos in the Philippines for a chance to win a free trip back. This got tourists to look back on their old photos, reminding them of the country’s unfiltered beauty and the many sites they could visit once again. It also got travellers to share credible content about the Philippines, driving tourism awareness.
We received thousands of entries from all around the world. Throughout the course of the campaign, there was a significant increase in awareness or searches of terms relating to the Philippines online. Social mentions around “visit Philippines” grew by 242% versus the previous period. Interest towards the Philippines grew as seen in an increase of search queries by 7% and social mentions by 16 times!
The Photo Fails campaign was specifically designed to target previous visitors of the Philippines. Travelers were encouraged to send in past photos of themselves in the country with the hashtag #visitphilippinesagain2016 for a chance to win a free trip back. Through this mechanism, we reignited interest in the country among our target market of travelers, as many revisited old photos reminding them of the time they spent in the Philippines. Moreover, we set off an explosion of free user-generated promotional content for the country, with participants freely sharing personal photos of their travels.
The Department of Tourism wanted to follow up the success of the previous year's Visit Philippines campaign (which brought 11% growth in arrivals). The country is still a relatively unusual destination compared to its neighbours so the brief was to drive social mentions and word-of-mouth recommendation. So for 2016, we launched Visit the Philippines Again Year. Targeting visitors of the previous year to come back and see all the things they might have missed out on. Tell their friends they are going back again. And perhaps even bring new friends along.