It's More Fun in the Philippines campaign to be scrapped in 2017
Maybe because things are not so fun lately?
(SPOT.ph) The Department of Tourism will no longer be using its “It’s More Fun in the Philippines” campaign slogan by 2017, according to CNN Philippines. Department of Tourism (DOT) Usec. Kat De Castro said this was due to a study that revealed that the slogan wasn’t enough to reel in tourists from Europe and the U.S.
“The new campaign under Sec. Wanda Teo will be more specific in terms of destination and what activities tourists can do,” she said, adding that they want to project a more unique Philippine experience by tapping Filipino cuisine and culture.
However, not everyone was agreeable to the DOT’s plan to revamp its main tourism tagline. Edwin Ortiz from the DOT’s Tourism Promotions Board told the Inquirer that perhaps it would be better if they keep the current slogan and just made improvements. Ortiz said this was because the current tourism slogan has been recognized internationally after gaining numerous awards. He also said other Asian countries such as Thailand and Malaysia stuck with their slogans and are now reaping the rewards of building on their brand instead of starting from scratch.
Still, Ortiz hopes that the new tourism slogan, whatever it may be, will become even more successful than the current campaign.
The “It's More Fun in the Philippines” is the brainchild of former tourism secretary Ramon Jimenez Jr. and was launched as the new face of Philippine tourism in 2012.