'It's more fun in Phl' logo bags award

Manila, Philippines -  The country’s new tourism campaign “It’s more fun in the Philippines” is attracting not only widespread attention but also international awards, Tourism Secretary Ramon Jimenez said yesterday.

Jimenez reported that the “more fun” logo won the grand award for best design for corporate/brand identity category at the recent Adobo Design Awards 2012.

“It was a double victory for the Philippine tourism brand,” he said.

Jimenez said the logo, a banig weave (local mat) that forms the map of the Philippines, was also judged as Best Design in the Logo Category.

“Our country is made up of people from different regional cultures and backgrounds,” he said.

“Yet, just like the weave, we are united by our similarity – a warm, easygoing and fun-loving quality that is inherent in all of us and attractive to foreign friends.”

Jimenez said the Adobo Design Awards champion the best in Philippine design and recognize the talents behind them.  

Top men and women of advertising and design judged works submitted in the competition, he added.

Jimenez said the banig design of the logo is indicative of our nature as a people. 

“Its lively colors represent the Filipino people’s fun-loving nature – a quality we are known for around the world and a quality that assures visiting tourists that their experience in our country will be positive, enjoyable and most of all, fun,” he said.

The banig logo was created by DesignWorks, the newly launched design division of BBDO Guerrero/Proximity Philippines, for the Department of Tourism (DOT) country brand campaign. It has already been adopted and used in merchandising materials by the department and several trade partners.

The DOT expressed optimism that the new awards would help the government in creating a new sense of excitement around the tourism brand and eliciting renewed enthusiasm for the country’s tourism industry.