No more fun in the Philippines?

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more-fun_philippinesThe Philippine Department of Tourism (DOT) confirmed it will do away with the catchy It’s More Fun in the Philippines slogan and launch a new campaign by January 2017. The move comes although the phrase has proven to be very effective in attracting tourists to the country since its inception in 2012 when it was created by Makati-based agency BBDO Guerrero.

However, a Nielsen study found that the slogan’s appeal has faded in the recent past and the campaign had not been successful enough in terms of arrivals, according to DOT Undersecretary Catherine De Castro.

She said that is was time for a new campaign slogan which would be more specific in terms of destination and touristic activities.

“We would like to reinforce the Philippines brand… and definitely inject more unique Philippine experience with the local cuisine and culture to make it more authentic,” she added.

The study found that while 65 per cent of respondents in Europe liked the It’s More Fun in the Philippines campaign, only 26 per cent of them would visit the Philippines. Meanwhile, 72 per cent in North America liked it but only 45 per cent indicated they would actually visit.

The Tourism Department is now soliciting ideas from advertising companies for the new slogan and campaign to be launched in January 2017, when the Miss Universe pageant is to be held in Manila.

The news drew mixed reactions from the travel sector, where many said they rather would like the DOT stick to the existing slogan or at least build upon it. The argue that other slogans such as Amazing Thailand and Malaysia, Truly Asia stayed on for many years.

Killings don’t deter tourists

Meanwhile, the DOT rejected the notion that thousands of drug-related killings in the country were scaring off tourists and driving down arrivals,

“There’s still an increase in tourist arrivals,” said Tourism Secretary Wanda Teo, adding that “tourists still come in spite of that so, for me, it has not been affected.”

She said the department was on track to reach its six-million tourist mark by the end of 2016, since the 3.8-million mark was already reached in July.

The DOT recorded close to 4.7 million tourist arrivals in 2013, which reflected a 9.56-per cent growth rate compared to 4.27 million in 2012. Since then, figures have increased by 3.25 per cent in 2014 and 12.5 per cent in 2015 when the country welcomed a new record of almost 5.4 million arrivals last year.

more-fun_switzerlandAnd by the way: It’s More Fun in the Philippines is a modified copy of this 1951 slogan of the Switzerland tourism authority.

 

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Reading Time: 2 minutes

The Philippine Department of Tourism (DOT) confirmed it will do away with the catchy It’s More Fun in the Philippines slogan and launch a new campaign by January 2017. The move comes although the phrase has proven to be very effective in attracting tourists to the country since its inception in 2012 when it was created by Makati-based agency BBDO Guerrero.

Reading Time: 2 minutes

more-fun_philippinesThe Philippine Department of Tourism (DOT) confirmed it will do away with the catchy It’s More Fun in the Philippines slogan and launch a new campaign by January 2017. The move comes although the phrase has proven to be very effective in attracting tourists to the country since its inception in 2012 when it was created by Makati-based agency BBDO Guerrero.

However, a Nielsen study found that the slogan’s appeal has faded in the recent past and the campaign had not been successful enough in terms of arrivals, according to DOT Undersecretary Catherine De Castro.

She said that is was time for a new campaign slogan which would be more specific in terms of destination and touristic activities.

“We would like to reinforce the Philippines brand… and definitely inject more unique Philippine experience with the local cuisine and culture to make it more authentic,” she added.

The study found that while 65 per cent of respondents in Europe liked the It’s More Fun in the Philippines campaign, only 26 per cent of them would visit the Philippines. Meanwhile, 72 per cent in North America liked it but only 45 per cent indicated they would actually visit.

The Tourism Department is now soliciting ideas from advertising companies for the new slogan and campaign to be launched in January 2017, when the Miss Universe pageant is to be held in Manila.

The news drew mixed reactions from the travel sector, where many said they rather would like the DOT stick to the existing slogan or at least build upon it. The argue that other slogans such as Amazing Thailand and Malaysia, Truly Asia stayed on for many years.

Killings don’t deter tourists

Meanwhile, the DOT rejected the notion that thousands of drug-related killings in the country were scaring off tourists and driving down arrivals,

“There’s still an increase in tourist arrivals,” said Tourism Secretary Wanda Teo, adding that “tourists still come in spite of that so, for me, it has not been affected.”

She said the department was on track to reach its six-million tourist mark by the end of 2016, since the 3.8-million mark was already reached in July.

The DOT recorded close to 4.7 million tourist arrivals in 2013, which reflected a 9.56-per cent growth rate compared to 4.27 million in 2012. Since then, figures have increased by 3.25 per cent in 2014 and 12.5 per cent in 2015 when the country welcomed a new record of almost 5.4 million arrivals last year.

more-fun_switzerlandAnd by the way: It’s More Fun in the Philippines is a modified copy of this 1951 slogan of the Switzerland tourism authority.

 

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