MANILA -- (UPDATED) "When you're with Filipinos, you're with family."
This is the key message of the latest campaign material of the Department of Tourism that seeks to highlight unique Filipino traits that make a tourist's stay "more fun in the Philippines."
"Everybody has beaches, everybody can go shopping, you can eat anywhere... but it's the Filipinos that are different. We have to show that," Tourist Secretary Wanda Corazon Teo said Thursday.
The first ad featuring travel blogger Jack Ellis' heartwarming experience in Surigao has been aired on local television networks since January 25, and will also be played during the Miss Universe coronation on January 30.
The video conceptualized and produced by advertising giant McCann is the first of three video advertisements that revolve around the same theme.
"It should answer the question, 'Why is it more fun in the Philippines?' And you focus on the traits of the Filipino," Teo said.
The government has earmarked P650 million for the new batch of marketing materials that will all carry the "It's More Fun in the Philippines" tagline conceptualized by advertising executive and former tourism chief Ramon Jimenez.