“It’s More Fun In The Philippines” – new tourism slogan. pinoys will make the difference
the DOT, secretary mon jimenez in particular is explaining the new slogan for philippine tourism as you read this. live tweets from reporters in the venue have said this is the new international line : “It’s More Fun In The Philippines”.
we like the line. the power of the line rests on the key insight that tourists really want to have fun. it is the first and last goal of every tourist. filipinos too are fun to be with. we in fact can find humor in almost everything.
another core insight is what sec jimenez said - ”It is the Filipino that completes the Philippine experience”. that could very well be the secret weapon of this new tourism campaign. the philippines do not have a monopoly of mountains, beaches and other tourists sites, every other country has one. but it is only in the philippines where filipinos are everywhere. it will be the filipinos themselves who will make a difference for tourists to enjoy themselves during their vacation.
a country can have the best beaches in the world, but a rude and an unpleasant encounter with the people will delete all that joy.
however, we have not seen the execution of the filipinos as key to the campaign in the ads so far. they are still about tourist spots. jimenez in his speech this morning and in other times have been talking about the importance of the contribution of pinoys to the success of the tourism campaign. we will need to see how this is executed in future ads.
the line is also a competitive line. it does not just say what the philippines is all about, it says the philippines is better than other countries in giving them what they want which is fun. in advertising terms, that is a powerful slant.
but then again “#1forFUN” is included in the local line. this is not an original as it is in the amazon.com website.
first, we are unable to appreciate the need for a local line. this line, though simple is also in english. in twitter, singer and songwriter jim paredes of the APO said the tagalog translation of the international line also works very well – “Mas Masaya Sa Pinas” we agree with paredes. we think that is a great line for pinoys in the country.
we do not see any value in having two lines for the same thing. besides the line “#1forFUN” is not an original. we do not think it has any place in the slogan we want to use for the ocuntry.
so far pinoys seem to take to the line looking at the number of tweets it was able to get from everyone so much so that it was trending worldwide. practically all the tweets were positive with almost all giving their own example of why it is more fun in the philippines.
this is a far cry from the precious DOT chief who had to junk the line they developed where people were vjust divided plus the fact that there logo design was just too close to the the Poland tourism logo.
we will see how the ad agency will take this further if this line has legs.
the DOT also has a new website -
~~a mindscape landmark~~