New Tourism Slogan – It’s More Fun in the Philippines

The new Philippine tourism slogan: Like or Dislike?

The Department of Tourism today launched its newest tourism slogan, “It’s more fun in the Philippines.” Including a Twitter hashtag #ItsMoreFunInThePhilippines, many expressed mixed feelings of optimism, caution, disappointment and a wait-and-see attitude. Some expected more creativity than what was launched while others, including this author, are more concerned with the safety, security, and convenience of tourists visiting the country for the first time than a new campaign slogan.

I wrote about Philippine tourism, “Moments of Truth in Philippine Tourism,” where I mentioned:

“Think about it! The moment a tourist boards a plane bound for the Philippines, the customer experience begins and ends the moment he steps back into an airplane bound for his country of origin. Is the customer experience what we’d like it to be if we were in his or her shoes? Today, I will stand by my observation that the customer experience in Philippine tourism experience is at its low side, not necessarily worst.”

Tourism Secretary Ramon R. Jimenez, Jr., who announced the new tourism campaign slogan today, said the new brand campaign will be rolled out “this quarter in different key markets, along with its local tourism drive called #1 for fun Philippines.” He expects to attract 4.2 million tourists in 2012 using the campaign of which total project cost is still undisclosed. The tourism department’s landmark target in 2016 is to hit 10 million tourist arrivals.

The rectangular colored logo to the right of the slogan represents the Philippines using the idea of a “banig” (or a hand-woven native mat).

What do you think?

Source: Business World | ABS-CBN News

Images of photo from dot.gov.ph

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