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Tourism’s ‘More Fun’ Logo Bags Best Design in Adobo Design Awards 2012 The country’s new tourism campaign logo, It's More Fun In The Philippines, won the Grand Prix Award for Best Design for Corporate/ Brand Identity Category at the recent Adobo Design Awards 2012. The logo, which is a banig weave (local mat) that forms the map of the Philippines, was also judged as Best Design in the Logo Category, making it a double victory for the Philippine tourism brand that evening. Held last April 20, 2012 at the M Cafe, the Adobo Design Awards champions the best in Philippine design and recognizes the talents behind them. Originally launched in 2007, the competition promises to up the ante and bring out the best of the best. Submitted works were judged by top men and women of advertising and design measuring up to global standards of excellence. "The banig design of the logo is indicative of our nature as a people. Our country is made up of people from different regional cultures and backgrounds. Yet, just like the weave, we are united by our similarity -- a warm, easy-going and fun-loving quality that is inherent in all of us and attractive to foreign friends," says Tourism Secretary, Ramon Jimenez, Jr. "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," Secretary Jimenez added. 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. With this achievement, DOT looks forward to sustaining its efforts in building a new sense of excitement around the tourism brand and eliciting renewed enthusiasm for the country’s tourism industry.
CONTACT: EVELYN A. MACAYAYONG Office of Marketing Communications 525-18-05
DOT Media Release – May 2012