DOT: Tourism slogan still ‘It’s more fun in the Philippines’
MANILA, Philippines — The Department of Tourism has clarified that the country will still use the “It’s More Fun in the Philippines” slogan.
“Wala pong katotohanan na papalitan po namin ang ‘It's more fun in the Philippines,’” Tourism Undersecretary for Advocacy and Public Affairs Katherine De Castro said Sunday.
“It’s just that meron kaming naisip together with our ad agency na kumbaga bagayin yung ipapalabas naming bagong commercial,” she added.
De Castro was reacting to criticisms received after the DOT unveiled the “Experience Philippines” campaign video to the media last Wednesday.
The tourism official said that with all the bad news about the Philippines, she felt the need for another slogan that would encourage tourists to experience the country for themselves.
The “It’s More Fun in the Philippines” campaign was launched by the DOT and BBDO Guerrero, one of the country’s most awarded advertising firms, in 2012.
“Gusto natin ihikayat ang mga banyaga na kahit anuman yung naririnig nila sa Pilipinas why don’t they come to the Philippines to experience it for themselves kung ano ngayon ang Pilipinas and how it is to be with Filipinos,” De Castro explained.
On Monday, the minute-long tourism campaign video was unveiled to the public.
Tourism chief Wanda Corazon Teo said the ad goes beyond featuring the country’s top destinations but more importantly, it encourages tourist to experience the Philippines themselves to know how it is to be a Filipino.
“We are shifting our focus in our promotional campaigns towards the unique experiences that each destinations could offer, Filipino hospitality, and security,” Teo said in a release.
The campaign video was based on the experience of Japanese retiree M. Uchimura. It featured tourist destinations such as the Hundred Islands of Pangasinan, Banaue Rice Terrace, Paoay Sand Dunes and Calle Crisologo in Vigan, Ilocos Sur.
The newest campaign is second of a series of advertisements that the DOT will release in the coming months and will be shown on international television channels and roadshows of the department. It also has a 30-second version.