Using 100% crowd-sourced material has helped to create the country’s most sustainable tourism campaign to date.

Meet Barabara, she’s ‘Part of the Fun’ in the Philippines

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Millions have posted their photos, videos, and comments online to show why it’s more fun in the Philippines.
Millions have posted their photos, videos, and comments online to show why it’s more fun in the Philippines.
It’s even more fun in the Philippines and the country’s tourism department has the images to prove it.

The Department of Tourism has kicked off 2019 with a relaunch of its signature tourism campaign – It’s More Fun in the Philippines.

The campaign has encouraged millions to post their photos, videos, and comments online to show why it’s more fun in the Philippines.  

The country’s new campaign uses only real images, footage, and reviews shared online by tourists to tell stories “that are truly authentic”.

“It's a 100% crowd-sourced campaign made entirely by people who have experienced first-hand why its more fun in the Philippines,” a Department of Tourism official said.

At the heart of the relaunch is an invitation for Filipinos and international visitors to “Be Part of the Fun”.  This call to action encourages tourists to share more of their photos, videos, and reasons why they like the country with #ItsMoreFuninThePhilippines in hopes of getting featured in upcoming advertising materials.

To capture the spirit of participation, the DoT has introduced a design system that is rooted in traditional motifs and colours.  A custom-made font called “Barabara” has been created – and made free-to-use – drawing on the Filipino style of hand-painted lettering.  

“By using 100% crowd-sourced material, everyone who took part has helped to create the country’s most sustainable tourism campaign to date,” said DoT.

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