New Philippine tourism brand launched

The Department of Tourism (DOT) unveiled Friday the country’s new promotional brand, “It’s more fun in the Philippines,” replacing the nine-year-old moniker “Wow Philippines.”

“Wow Philippines” was initiated by then Tourism Secretary Richard Gordon in 2002.

“We need a line that is easily understood. Competitive. More fun in the Philippines is true. Keri natin ito,” Tourism Secretary Ramon Jimenez said in a briefing.

Jimenez, a recognized advertising executive before joining the Aquino administration last September, said the new tourism brand is the best answer to the question “Why should I go to the Philippines?”

Poor infrastructure and sporadic terror threats saddled the country’s image for years, scaring off tourists and even potential investors.

The country posted a record 3.7 million foreign tourists last year. But Jimenez vowed to quadruple the number of foreigners coming over the country to 12 million by the end of Aquino’s term in 2016.

The government is expecting 4.2 million tourists this year but still good for sixth place among countries in Southeast Asia, a market lorded over by Thailand and Malaysia.

Thailand, known for its huge amount of Buddhist temples and several World Heritage sites, attracted nearly 20 million tourists in 2011 despite the massive flooding in capital Bangkok.

The tourism brand introduced a new logo, which features a pixelized and colorful image of the Philippine map following the pattern of a banig (handwoven mat), commonly used for sleeping and sitting in Southeast Asian countries.

A website was also dedicated for the program (http://itsmorefuninthephilippines.com/) but still under construction.

“We will remain competitive. We'll encourage everyone to put together very competitive packages. Fun is not just excitement, but prices as well,” Jimenez said.

Leading budget carrier Cebu Pacific gave thumbs up for the new campaign as it summed up “the true Philippine experience.”

“The unique combination of fun destinations and the remarkable hospitality of Filipinos make the difference for tourists. DOT’s new campaign is an honest representation of the many things that the Philippines can offer the world,” Candice Iyog, Cebu Pacific vice president for marketing and distribution, told the media.

The Philippine Travel Agencies Association president Maria Paz Alberto said, however: “I can’t comment now. Let’s play it safe.”

Last November 2010, “Pilipinas Kay Ganda” drew the ire of several lawmakers, industry leaders and the public for lack of recall and alleged copying of the tourism logo of Poland.

President Benigno Aquino III eventually scrapped the controversial slogan after meeting with stakeholders that led to the resignation of Tourism Undersecretary Vicente “Enteng” Romano III, the brand’s proponent.

BBDO Guerrero/Proximity Philippines bested seven other advertising agencies for the branding campaign last December as it is expected to go full blast in early 2012.

The work will however cover all major media, both in the Philippines and overseas with special emphasis on digital communications like social media.

Malacañang was quick to throw its support for the new tourism slogan.

While some are saying that the slogan is “not catchy” and “hard to memorize,” the Palace believed that the new brand would still help boost the country's tourism.

“Well, on the contrary, I think its trending worldwide right now in social media so it has apparently caught on… We are in support of Secretary Mon Jimenez in this drive for the Philippine slogan,” presidential spokesperson Edwin Lacierda said.

Malacañang is confident that the new campaign of DOT would translate into more tourists and the country would be able to reach its target of ten million tourists by 2016.

“I think we are going to reach that (target),” Lacierda said.

Aquino was briefed about the slogan and other brands the DOT will be releasing.

Aside from the new tourism logo, Malacañang also expects the shooting of the Hollywood movie “Bourne Legacy” to boost the country’s tourism.

“It will help our tourism, it will help our film industry, it will help employment in the country,” he said.

Reactions to the new tourism brand were mixed especially in micro-blogging site Twitter, where it became one of the most trending hashtags (#ItsMoreFunInThePhilippines), minutes after the campaign was launched.

For actress and host Bianca Gonzales, the new campaign pushed Filipinos abroad to miss the country even more, “because it’s more fun in the Philippines.”

Singer Jim Paredes, whose family has since migrated to Australia, tweeted: “I like it, honest, simple, straight to the point. It is abt who we are. Masaya tayo talaga kahit ano pa.”

Not amazed, however, is Bijoy Salunga as he saw the new campaign brand as “amateurish.” “This is it? so amateurish…my 12-year-old daughter could have done a better job than this.. WOW Philippines sound(s) so infinitely superior,” he said.

Facebook user Doods delos Reyes criticized the logo since it is allegedly not recognizable “for someone who doesn't know the Philippines on a map.”

“'Fun' isn't really for everyone. Some people look for relaxation, for the sights, for cuisine, for culture. WOW Philippines is still better, we should have gone back to it,” he noted.

Actress Maxene Magalona, meanwhile, asked Filipinos to just set aside differences and rally behind the slogan.

“Stop hating and start appreciating! All for Juan, Juan for fun!” she said.

By Virgil Lopez/Jill Beltran