MANILA – After being an instant hit among foreigners and locals since its launch in 2012, the ‘It’s More Fun in the Philippines’ slogan will stay, at least for now.
“We will stick with ‘It’s More Fun in the Philippines’ but probably might have to come up with a new campaign slogan in the near future,” Department of Tourism (DOT) Secretary Wanda Corazon Teo said in an interview.
“Philippine tourism is now on the map because of ‘It’s More Fun in the Philippines’,” she added noting that it was among the agency’s strength she wanted to leverage on.
DOT and renowned advertising agency BDDO Guerrero were both responsible for creating the hit tourism slogan which has won various awards including third smartest marketing campaign under global annual ranker Warc 100.
Teo said that like Jimenez, she would maximize the use of social media in terms of marketing since it had already been proven to engage more tourists to visit the country.
She also revealed that during her meeting with former DOT Secretary Ramon Jimenez Jr., she was encouraged to continue the successful projects already started.
Among them was the staging of big-ticket events such as Madrid Fusion Manila, touted as the biggest culinary event in the world. The event was first held in the country in 2015 and again this year.
The DOT chief also vowed to capitalize on marketing the Philippines in international travel marts such as the World Travel Market in London, one of the leading travel events in the industry.
Moreover, she will seek the help of all tourism stakeholders—former tourism secretaries, local government unit, tour operators, travel agencies among others—to contribute their expertise in determining strategies to sustain tourism momentum.
“I will be needing the help of all tourism stakeholders. It must be a partnership between public and private sectors,” Teo said.
“I will reach out to them. We have to be united,” she added.
She said that she hopes to bring foreign tourist arrivals up to 10 to 12 million by the end of her term in 2022./PNA/RMA/Azer N. Parroch