Yes, you've read it right. The Department of Tourism brings MORE FUN to the next level by officially launching the Fun Ambassador website. We all know that It's More Fun in the Philippines tourism campaign became viral when it was launched in 2012 and as of today, there are almost 94 million search results about it on Google alone. It was and still is a big hit, not only for Filipinos but for tourists too!
After 2 years and millions of memes, DOT now is ready to supercharge the campaign by creating more FUN AMBASSADORS through the use of social media and application of concepts like gamification as well as fun theory.
Gamification of Fun = Unlimited Source of Bliss
What is Gamification? In simple terms, it is the application of game concepts and mechanics to a task to make it more fun, enticing, engaging and yes, less boring! Imagine yourself doing something for work or assignment without having that heavy feeling because it feels like you're just playing even though you're actually working.
According to wikipedia, the term Gamification was coined by a British-born program and inventor Nick Palling in 2002 but it only gained popularity in 2010. Even with little observation, you'll also notice that the concept of gamification is closely related to Fun Theory.
Fun Theory was initiated by Volkswagen in 2009. It focuses on the thought that "something as simple as fun is the easiest way to change people’s behavior for the better. Be it for yourself, for the environment, or for something entirely different, the only thing that matters is that it’s change for the better."
We've witnessed how international brands incorporate FUN in their various marketing campaigns that is why as a Filipino marketing professional, I'm really delighted to see how the Department of Tourism is elevating Philippine tourism promotions to an international level with the use of these concepts. For me, this is a strong statement that we are really thinking about global marketing standards while staying true to our local roots.
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