It Was More Fun in the Philippines

It has been the most succesful slogan of the last five years in Southeast Asia. In 2011, a revamp of Philippines tourism strategy under former President Benigno Aquino administration brought a new Tourism Secretary, Ramon R. Jimenez Jr., who worked in advertising. In January 2012, Mr. Jimenez launched the “It’s More Fun in the Philippines” slogan. Within weeks it was dubbed the third smartest marketing campaign in the world by global annual marketing campaign ranker Warc 100. That year, the Philippines drew in 4.27 million visitors, a record high for the country.

Campaigns were intensified under the new slogan “it more Fun in the Philippines” strengthened by a Visit Year Philippines 2015/2016. In 2015, the Philippines passed for the first time the five-million international arrivals mark. Last year asked a new milestone in the history of the Philippine tourism industry as the country welcomed a total of 5,360,682 visitors in 2015. This represented a growth of 10.91% over 2014. 2016 is likely to be a new record year. During the first six months of 2016, tourist arrivals jumped by another 14% to 2.98 million.

Philippines’ success as a tourism destination has a lot to do with the catchy slogan and the dynamic and funly marketing campaigns which drew a lot of enthusiasm and support from Filipinos. Thousands of messages and videos were consequently posted on social media under the “It’s More Fun in the Philippines” brand.

However, despite its confirmed success, the new Tourism Secretary of the Duterte Administration is looking at creating a new campaign with a renewed slogan. Tourism Secretary Wanda Tulfo-Teo confirmed last week during a press briefing to show the change by next year “to show the world that we have a new Philippines.”

Mrs Tulfo-Teo indicated to media that the new slogan would be reflective of the political change happening inside the country. An advertising agency has been appointed and it will submit its work by the end of the year. Launch of the new slogan is planned for the mid of 2017 and will mark the end of Philippines most successful marketing campaigns to date. It WAS really more fun in the Philippines!

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