DOT To Ditch ‘It’s More Fun in the Philippines’; Allocates Php250M

The Department of Tourism (DOT) is planning to change its existing campaign slogan, “It’s More Fun in the Philippines” and overhaul its communications campaign to attract more tourists to the country.

The campaign “It’s More Fun in the Philippines” was first rolled out in 2012 under the administration of President Benigno Aquino Jr through the efforts of then Tourism Secretary Ramon Jimenez Jr.

Implemented from 2012 to 2015, the campaign generated enough buzz that attracted 5.36 million tourists in 2015 alone.

However, the campaign reportedly failed to achieve expectations in 2016 prompting stakeholders to call for tourism campaign revamp. “Experience Philippines” was first unveiled by DOT under President Rodrido Duterte but it fizzled due to wide criticism. There have been several attempts to improve the tourism strategy but most met controversies due to question of originality.

The planned campaign “refresh” is detailed in a notice posted by DOT in the Philippine Government Electronic Procurement System (PhilGEPS) website. In the notice calling for bidders, DOT said that it is asking creative agencies to develop an integrated marketing communications campaign refreshing and updating the “It’s More Fun in the Philippines” brand. The tourism department quoted a P250 million budget for the project.

BBDO Guerrero, the agency that developed and implemented “It’s More Fun in the Philippines” seems to be participating as it is one of the numerous agencies that requested documents on the bid.

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