Changes to come for DOT PH campaign
MANILA, Philippines – The Department of Tourism announced on Tuesday, October 4, that they're set to change their popular campaign slogan "It's More Fun in the Philipines."
Speaking to the press on October 4, DOT Undersecretary Kat de Castro explained that the decision to change the slogan was a result of the findings in a study by Nielsen.
Field work for the study was conducted in March 2016.
"Although they like the campaign, 65% in the focus group – in the survey group [in Europe] – liked the campaign, [but] only 26% have the intent to visit the Philippines. So that would be one of our basis as to why there is a need – not really to come up with something new – but tweak [the campaign] it a bit," said De Castro.
Meanwhile, for North America, De Castro said that while 72% of the focus group liked the campaign, only 45% had the intent to visit the Philippines.
She continued: "According to another study, although we tell them it's fun in the Philippines, we don't tell them of what to do in the Philippines."
To address this problem, the new slogan and campaign will be more specific with the destinations that tourists can visit and what they can do.
"We would like to reinforce the Philippines' brand, definitely, and we would definitely inject more unique Philippines experience, with the locals' cuisine and culture to make it more authentic," she added.
"These things are being taken into consideration to come up with something new and definitely by 2017, we would launch it [the new campaign]," said De Castro.
Though she did not name a specific advertising group De Castro said that the DOT is already working with one and they've already come up with focus groups for the new campaign.
The budget for the new campaign slogan, she and Teo said, will come from the 2016 budget, and not from the 2017 budget, for which a proposal was submitted to the House of Representatives in August.
"It's More Fun in the Philippines" was launched in 2012, and the DOT worked on it with advertising agency BBDO Guerrero. – Rappler.com