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DOT on the lookout for new PH tourism slogan

The Department of Tourism’s “It’s More Fun in the Philippines” slogan will be soon replaced, said Tourism Secretary Wanda Teo.

Campaign photo courtesy of visitpinas.com (2016.mb.com.ph)

Photo courtesy of visitpinas.com (2016.mb.com.ph)

During a media conference on Tuesday, Teo said a new slogan is set to be released in time for the Miss Universe (MU) 2016 pageant which will be held in the country.

The DOT official revealed that statistics show the campaign was appealing yet ineffective, particularly in the European and North American markets.

A Nielsen survey about the “It’s More fun in the Philippines” branding shows, 65% of Europeans like the slogan, but only 26% intend to visit the country because of the said campaign.

The same goes for North American countries, with 72% of those surveyed liking it but only 45% would like to visit the islands because of the slogan.

DOT Undersecretary Katherine de Castro said the new campaign will be ‘more specific’.

“Although you tell them ‘it’s more fun in the Philippines’, you don’t tell them what to do in the Philippines”, de Castro pointed out.

The new campaign, said the DOT executive, will ” inject more unique experiences with the locals like cuisine, to make it more authentic.”