A completely new DoT changes Philippines’ strategy

Speaking with the Daily, Jimenez said: “We are going to do things differently now. The Department of Tourism (DoT) is going to initiate more aggressive marketing communications and initiatives that will reinvigorate the tourism industry and shift attitudes.”

DoT’s first move was to unveil a new destination branding on January 6. Unlike its previous incarnations, the current campaign, It’s More Fun in the Philippines, focuses first on the domestic market before it is launched internationally.

In line with this premise, DoT has introduced a social media campaign showcasing the new branding and asking Filipinos to post what they think is fun about their country. A partner website, itsmorefuninthephilippines.com supports the campaign.

Jimenez hopes the new campaign will reposition DoT’s role. “Previously it was not seen as a source of inspiration, but as a source of funds. It should be perceived as the primary selling unit of a country, not just an administrative one,” he said.

Adopting a hands-on approach, DoT will evaluate packages sold by travel professionals to ensure that “they are reflective of the new branding and resonate with target markets”, which means weeding out packages that are “not fun”, such as overpriced, tired or inconvenient ones.

• Read more in the ATF Daily

Additional reporting by Marianne Carandang

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