As the Secretary of Tourism put it: "We are not the richest country in the world. Nor do we have the best infrastructure. But we do offer the warmest welcome and our people are more fun" (PTV4 interview 1 May 2013). The creative solution was to engage people behind one simple, but - as the client put it 'undeniably true' idea: that "it is more fun in The Philippines." Furthermore we provided the tools and format to create new expressions of the idea in almost limitless number. As of April 30, 2013 over 70,000 individual responses have been measured on the leading meme-maker site 'morefunmaker.com' The campaign line now has over 10 million hits on Google from zero at the start of 2012.

Low levels of arrivals and underinvestment in infrastructure left the Philippines with fewer funds than competitors for tourism. But, the country had over 27M nationals active on social networks. As these were based globally they were tied to networks of foreign target markets. The solution invited participation from locals and tourists. This avoided the trap of 'official' definitions of 'fun' and overcame biases for regions or activities. So one could make their own promotion for their own insight. In each response, proof of the proposition was created—not by a central communications body—but by a 'sales force' of citizens.

Individual memes created by people have been measured at over 70,000 on the main unofficial site (morefunmaker.com) Social media mentions are continuing to run at significantly higher levels than competitors. Official government figures show 2012 growth in revenue to be 27.5% - which translates to incremental revenue of $823.8 million. Based on tourism marketing spend of $10 million this indicates a return on investment is of 82:1. Over 70,000 memes created on the 'morefunmaker.com' alone.