BACKGROUND
Every rainy season, the number of tourists from Taiwan drops. Taiwanese tourists think that it's only fun in the Philippines during summer. The challenge was how to make them come to the country during the rainy season
IDEA and EXECUTION
We turned the weakness into strength. We knew that we couldn't take away the rain out of the Philippines, so we decided ride with it. We used it to our advantage and showcased the countless fun even during rainy days.
We created FUN ANY DAY. a campaign that talks to adventurers who may find the rain more exciting, and entice them with our surf spots, glorious waterfalls, and exotic cuisine, among others. Curating locations and experiences that are undoubtely fun even when it rains.
Through interest-hypertargeted ads, we attracted the right tourists and convinced them just how fun it is any day in the Philippines and made it easy to book their next adventure rain or shine.
RESULTS
Thanks to the campaign, arrivals from Taiwan increased up to 53% from 2018, and Taiwan went from one of the top 10 visitors of the Philippines in 2018 to one of the Top 5 visitors of the Philippines in 2019.
