It’s More Fun In The Philippines
January 6, 2012 by staff
It’s More Fun In The Philippines, “It’s more fun in the Philippines.” This is the country’s newest tourism slogan launched by the Department of Tourism (DOT) to members of the press on Friday, months after the agency faced criticism over its failed “Pilipinas Kay Ganda” campaign. Tourism Secretary Ramon Jimenez Jr. said during the event that they “want the world not to watch but to participate” in the new campaign.
He said “It’s more fun in the Philippines” will be rolled out in international markets while the shorter “#1 for fun Philippines” will be the slogan for the domestic market. “We need a line that is easily understood. Competitive. ‘More fun in the Philippines’ is true. Keri natin ito (Kaya natin ito),” Jimenez said about the concept, which was developed by advertising agency BBDO Guerrero.
The DOT decided to hold off on branding and marketing strategies last year after the “Pilipinas Kay Ganda” campaign was scrapped due to a major industry outcry.
Before “Pilipinas Kay Ganda,” the country had the more popular “WoW Philippines” catch phrase as its tourism slogan.
Meanwhile, DOT announced that it will offer 30-day visas starting this year to “keep up with the competition.”
The agency previously allowed tourists to stay in the country for only 21 days.
So what is “more fun” to do in the Philippines?
DOT came up with the following examples on its newly launched campaign website: commuting, getting upstairs, and posting status updates, each featuring a scenic destination in the country.
It showed “commuting” as traveling by boat, “posting status updates” while underwater, and going up the “stairs,” or the world renowned Banawe Rice Terraces in Ifugao.
“Wherever you go in the Philippines, it’s the Filipinos that will make your holiday unforgettable. Just ask anyone who’s been here. In fact, Lonely Planet guidebook calls us ‘among the most easygoing and ebullient people anywhere,’” the website said.
“Find out for yourself why it’s more fun in the Philippines. And make the most out of your vacation.”
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