It’s almost time to say goodbye to the “It’s More Fun in the Philippines” slogan.
Just recently, the Department of Tourism announced that they are replacing the catchphrase soon after a study done to measure its effectivity. Based on Nielsen’s research, although a lot of tourists liked the slogan, only a few were attracted to visit the country.
(Image by Department of Tourism)
Tourism Secretary Wanda Teo said that it’s about time to step up and further strengthen the Philippines’ tourism-focused projects and communication efforts. She also mentioned that the new campaign will be more specific on the destinations and activities which will stir up people from all over the world to explore the country.
The new slogan and the whole campaign behind it has a budget of approximately ₱650-million. According to Secretary Wanda, it came from the unconsumed fund from the previous administration. Advertising agency, McCann Erickson, won the multi-million project in a bidding.
The new slogan will be launched in January next year at the Ms. Universe pageant to be held in Manila.
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