DOT Unveils New Campaign

The Department of Tourism’s new campaign focuses on how Filipinos themselves can spread the word about how fun it is in the Philippines.

By TravelBook
January 06, 2012

The Department of Tourism unveiled its latest slogan this morning. The DOT made news late last year when it acquired the services of advertising agency BBDO to help construct its new campaign.

With a slogan called "It's more fun in the Philippines" and a logo that takes inspiration from the banig (woven mat), DOT Secretary Mon Jimenez explains that the slogan lets Filipinos express for themselves why tourists should visit their country. "This is not my campaign. This is not BBDO's campaign. This is not DOT's campaign. This campaign belongs to everybody," several sources quoted him as saying.

Photo by Iv Crisostomo

Cameras weren't allowed to the unveiling. Everyone, however, got a blow-by-blow account of the events through Twitter as bloggers and journalists live posted the goings-on.

Many Filipinos immediately took to the campaign, listing everything that is more fun to do in the country. Others, meanwhile, used it as a vehicle for sarcasm, but not without love, making Twitter hash tag #ItsMoreFunInThePhilippines trend worldwide as of 11am, just 30 minutes after the campaign was announced. The DOT also advocates the use of hash tag #1forfun, the slogan for local tourism.

The verdict is still out on whether the campaign will be effective or not, but one thing's for sure: it's gotten the whole country talking, and if it's being discussed, then it's already a success.