New Philippine tourism campaign launched

MANILA, Philippines — The Department of Tourism has launched a new tourism campaign that would help the country get a larger share of the tourism market.  It’s one that answers the often asked question by local and foreign tourists alike: “Why should I go to the Philippines?”

Dubbed “It’s More Fun in the Philippines,” the new slogan campaign is set to be rolled out globally within four months, Tourism Secretary Ramon Jimenez Jr. said in a press briefing Friday.

“All the people who love the Philippines now have the simple, truthful answer to a question we are asked all the time,” said Jimenez.

In creating the slogan, the agency made sure that it was something that was easily understood by everybody but competitive at the same time, he explained.  “We have to challenge for attention,” he added.

Composed of six words, the slogan ditched the usually brief campaign pitch some neighboring countries have long employed.  “It’s the end of era of the adjectives… these are campaigns that will not necessarily serve our purposes,” said Jimenez.

With the new slogan campaign, the DoT hopes to draw 4.2 million tourists, larger than last year’s 3.7 million tourist arrivals.