THE PHILIPPINE Department of Tourism (DOT) has revealed a new international tourism brand for the country, incorporating a revamped slogan, It’s more fun in the Philippines.
The new brand, developed by BBDO Guerrero/Proximity Philippines under the supervision of Tourism Secretary Ramon Jimenez, effectively replaces the previous one, Pilipinas, Kay Ganda!, which was discontinued just a week after being launched in November 2010 (TTG Asia e-Daily, November 16, 2010).
Using an ethnic weave design that incorporates the Philippine islands, the new brand is expected to make its debut at international travel tradeshows such as next week’s ATF in Manado and ITB Berlin in March, where the “first iterations of a new (international marketing) campaign will emerge in the first half of 2012”, said Jimenez.
Covering mainstream and digital communications that would harness the power of media platforms like Facebook and Twitter, a formal campaign launch is expected to follow.
“Going viral is at the very core of our media strategy…we have tremendous influence on the web, and we are determined to leverage that strength,” said Jimenez.
A partner campaign for the domestic market uses the snappy slogan, “#1forFun”, which prior to today was being circulated on Twitter with the help of DOT’s own twitter account, @DOTPhilippines.
Cebu Pacific VP for marketing and distribution, Candice Iyog, said: “The unique combination of fun destinations and the remarkable hospitality of Filipinos make the difference for tourists. DOT’s new campaign is an honest representation of the many things that the Philippines can offer the world.”
Celine Clemente, newly elected president of the Philippine Tourism Congress and president of Cordym Tours and Travel, added: “It’s a simple slogan that’s easy to pronounce and with a simple message: we want others to come to the Philippines, where we can offer you a package of fun.”
