New DOT campaign retains Phl’s ‘more fun’ slogan
The Department of Tourism (DOT) launched the country’s new advertising campaign yesterday, showing the world of Filipino values and retaining the old slogan, “It’s more fun in the Philippines.”
“We focus on the traits of Filipinos. We have beaches, everybody has beaches, you can go shopping, you eat anywhere in all places, but Filipinos are different and you have to show that,” Tourism Secretary Wanda Teo told reporters.
Teo said that the Philippines would stick to the country’s campaign ad “It’s More Fun in the Philippines” and just supplement it with the message, “When you’re with Filipinos, you’re with family.”
She explained that they have retained the country’s old campaign ad, but the DOT has “leveled it off” upon the suggestion of United Nations World Tourism Organization (UNWTO) Secretary-General Taleb Rifai.
In a press conference yesterday morning, Teo showed a one- minute video produced by McCann Erickson, which features travel blogger Jack Ellis being called “anak” by a mother of two at the Enchanted River in Surigao.
Ellis, after being offered a local delicacy, asked a tour guide what “anak” means.
“My child,” the guide replied.
Teo, who said that the DOT has allotted P650 million for the ad campaign, said that the short video would be shown during the coronation of the 65th Miss Universe at the SM Mall of Asia Arena on Monday.
It was first aired on local television Wednesday and will later be shown on international television channels, Teo said.
Before the year ends, Teo said that McCann Erickson would produce three more videos featuring places in Luzon and the Visayas, which will also focus on other traits of the Filipino people.