Move over “It’s More Fun in the Philippines.” A new branding campaign to promote Philippine tourism will be revealed in January 2017.
In a press conference on Tuesday morning at Barbara’s restaurant in Intramuros, Department of Tourism Secretary Wanda Teo confirmed that her office is closely working with a private advertising group to come up with a new branding.
It could be remembered that even before assuming her post under the Duterte administration, Teo promised they would be retaining the current slogan until news broke on early September that the tourism arm of Philippine government is on its way of doing otherwise.
“Every administration has done it and based on the Nielsen report that we got, I think it’s time to change it,” Teo said.
The report Secretary Teo was referring to was Nielsen’s global survey on foreign tourists’ perception in the Philippine branding campaign, “It’s more fun in the Philippines.”
Conducted from March to April this year, the survey asked respondents if they find the country’s slogan likeable and if it makes them want to visit Philippines.
“In the European market, although 65-percent of the survey group liked the campaign, only 26-percent has the intent to visit the Philippines. Similarly, in the North American market, 72-percent of the respondents like the campaign but only 45-percent is willing to book a ticket,” DOT undersecretary Katherine De Castro explained during the conference.
Additionally, De Castro said another study found out that the existing slogan is too broad for tourists.
“According to another study, although they know that (is) our slogan, we don’t tell the tourists what to do in the Philippines, our slogan is quiet general,” De Castro added.
The undersecretary clarified that the new campaign under Secretary Teo will be more specific in terms of destinations and what activities that tourists can do.
“We would like to reinforce the Philippines’ brand and we’ll definitely inject more unique Philippine experience, with the locals, cuisine and culture to make it more authentic,” the former TV host finally divulged.
To reach more audience for the new campaign, DOT will launch it in time for the country’s hosting of Miss Universe next year. The officials also said that Filipinos and other nationalities alike watching the world’s biggest pageant can expect new promotional campaign for the country during commercial breaks.