Philippines Department of Tourism Confirms New Slogan Before Year-End

Philippines Tourism Secretary Wanda Teo (Photo: ABS-CBN News)

In an interview to the Philippines Star newspaper, Philippines Tourism Secretary Wanda Teo confirmed that a new tourism slogan will be unveiled before year-end. The Department of Tourism (DOT) will be testing the waters for the country’s new tourism slogan  ahead of its official launch early next year.

The DOT said the new tourism campaign was still subject to change. No information filtered so far over the new tagline but some insiders said already that it would positively surprise audiences and it would highlight unique truly Filipino values. “We’ll be testing the waters,” Tourism Secretary Wanda Teo declared to the Philippines Star. “If it doesn’t click, then we will probably change. We are talking first about a consultation.”

But Teo clarified that the official launching of the slogan is set either on the opening of the Miss Universe pageant or at the Asean Tourism Forum by late January 2017.

“(The official launch will be) during Miss Universe, hopefully, because by the end of the year, we already have the slogan,” she said. “So it will be out next year. It might be presented during the ASEAN Travel Forum, as this important event will take place in January.”

The Department of Tourism earlier announced that the introduction of the new slogan to replace “It’s More Fun in the Philippines” would be on January 13, the same day that candidates of the Miss Universe pageant arrive in the country, according to the newspaper’s sources.

Undersecretary for advocacy and public affairs Katherine de Castro said this was to ensure that the campaign would get maximum exposure, as the Miss Universe Organization would present it in all of their channels worldwide.

The new campaign, De Castro said, would be more specific in terms of the destinations and activities tourists can do in the country. She said the DOT was seeking a more effective slogan to be able to penetrate the tourism market. According to Teo, the DOT was preparing to say goodbye to the old slogan as it exhausted all information materials related to the “It’s More Fun in the Philippines” brand before year-end.

(Source: Philippines Star)