Spark Samar

Launched in 2014, Spark Samar is the tourism brand of the Provincial Government of Samar, which sought to endeavor tourism as the primary backbone of its resurgence from the aftermath of Typhoon Yolanda. In 2018, Binary Digital was tapped to elevate its discourse through a 360º marketing campaign that promotes Samar as a place with boundless travel and investment opportunities. This comprised a 3-day launch event for government officials and the press, campaign videos starring TV personality Solenn Heussaff, an offline-friendly mobile app, and a series of out-of-home (OOH) advertisements in major Philippine cities.

In doing so, the campaign helped increase tourist arrivals by up to 200,608 in 2018 (compared to 96,000 in 2017), and increased income of up to P2.8 billion in 2018 (from P1.9 billion in 2017). Spark Samar also won the Bronze Stevie Award for Communication Campaign of the Year 2019 in Vienna, Austria.