2019
FUN ANY DAY
Convinced Taiwanese tourists to visit the Philippines in the rainy season by turning the rain from a liability into the whole point.
Art Direction
Campaign Ideation
Know More
We made the rainy season a reason to visit. Taiwan arrivals went up 53%.
Background
Every rainy season, Taiwanese tourist arrivals dropped. No campaign had ever tried to fight that assumption head on.
Taiwan was one of the Philippines' top tourist source markets, but the perception that the Philippines was only fun in summer was costing real arrivals. The brief was to change that mindset.
Idea + Execution
Fun Any Day.
Instead of avoiding the rain, we celebrated it. Surf spots, waterfalls, exotic food experiences, all curated for adventurers who'd find the rain more exciting, not less. Delivered through hyper-targeted digital ads, interest-based targeting ensured the campaign reached adventure-seekers who were most likely to respond. The ads made it easy to imagine the experience and even easier to book it.
Results
The rain didn't stop anyone. It brought more of them.
53% increase in arrivals from Taiwan vs. 2018
Taiwan moved from Top 10 to Top 5 source markets in 2019.
More Works
2019
FUN ANY DAY
Convinced Taiwanese tourists to visit the Philippines in the rainy season by turning the rain from a liability into the whole point.
Art Direction
Campaign Ideation
Know More
We made the rainy season a reason to visit. Taiwan arrivals went up 53%.
Background
Every rainy season, Taiwanese tourist arrivals dropped. No campaign had ever tried to fight that assumption head on.
Taiwan was one of the Philippines' top tourist source markets, but the perception that the Philippines was only fun in summer was costing real arrivals. The brief was to change that mindset.
Idea + Execution
Fun Any Day.
Instead of avoiding the rain, we celebrated it. Surf spots, waterfalls, exotic food experiences, all curated for adventurers who'd find the rain more exciting, not less. Delivered through hyper-targeted digital ads, interest-based targeting ensured the campaign reached adventure-seekers who were most likely to respond. The ads made it easy to imagine the experience and even easier to book it.
Results
The rain didn't stop anyone. It brought more of them.
53% increase in arrivals from Taiwan vs. 2018
Taiwan moved from Top 10 to Top 5 source markets in 2019.
More Works
2019
FUN ANY DAY
Convinced Taiwanese tourists to visit the Philippines in the rainy season by turning the rain from a liability into the whole point.
Art Direction
Campaign Ideation
Know More
We made the rainy season a reason to visit. Taiwan arrivals went up 53%.
Background
Every rainy season, Taiwanese tourist arrivals dropped. No campaign had ever tried to fight that assumption head on.
Taiwan was one of the Philippines' top tourist source markets, but the perception that the Philippines was only fun in summer was costing real arrivals. The brief was to change that mindset.
Idea + Execution
Fun Any Day.
Instead of avoiding the rain, we celebrated it. Surf spots, waterfalls, exotic food experiences, all curated for adventurers who'd find the rain more exciting, not less. Delivered through hyper-targeted digital ads, interest-based targeting ensured the campaign reached adventure-seekers who were most likely to respond. The ads made it easy to imagine the experience and even easier to book it.
Results
The rain didn't stop anyone. It brought more of them.
53% increase in arrivals from Taiwan vs. 2018
Taiwan moved from Top 10 to Top 5 source markets in 2019.
More Works