MANILA – The Department of Tourism on Monday unveiled the refreshed version of its signature campaign “It’s More Fun in the Philippines” with a spotlight on sustainable tourism.
Speaking before invited guests at the National Museum of Natural History in Manila, Tourism Secretary Bernadette Romulo-Puyat noted that more travelers have “become conscious about their ecological footprint, the cultures and experiences they are consuming that they simply want to know how they can give back.”
Hence, the DOT feels the time is ripe for a repurposing of the word “fun.”
“Millions have shared why it’s more fun in the Philippines. This inspired us to let you tell the rest of the world why. For our campaign, we’ve decided to feature only photos, videos and reviews that you have allowed us to share and develop a truly 100% crowd-sourced tourism campaign using content that you have created,” she said.
In line with the relaunch, the DOT is inviting tourists to share more of their photos or videos and explain why they think it is more fun the Philippines, with an opportunity of having their content featured in the department’s future advertising materials.
To support the campaign is a custom-made typeface that the DOT will upload online and share with everyone for free. Furthermore, a new logo was also introduced featuring “a weave with each color representing a uniquely Filipino product.”
When asked why she has decided to continue the campaign instead of embarking on a new one, Puyat said: “I actually believe in continuity. In other countries, they never change their campaign. In Malaysia, it’s been 'Malaysia Truly Asia.' In India, it’s been 'Incredible India.' I am the third Tourism secretary to use the hashtag. I believe it’s because it works. The Philippines has embraced the hashtag. We’ve made it our own. Why not continue what’s good?”