Given its world-wide success, the Department of Tourism (DOT) confirmed Thursday that it will no longer be changing the current tourism slogan “It’s More Fun in the Philippines”.
â€œâ€™Itâ€™s More Funâ€™ will stay,â€ DOT Undersecretary for Media Affairs Kat De Castro told the Philippines News Agency in a text message. â€œWe will upscale and improve the new campaign using the same tagline.â€
De Castro said that the decision to keep the old slogan was reached last Nov. 21 (Monday) after a series of meetings with global advertising agency McCann Erickson and other tourism stakeholders.
Last Nov 19, DOT Secretary Wanda Teo said that the supposed new slogan will be handled by McCann which won the bid to continue tourism promotions during the past administration under then DOT Secretary Ramon Jimenez Jr.
Teo also earlier disclosed that the supposed new slogan would require approximately PHP 650 million, which will be taken from the leftover budget, also from the previous administration.
De Castro, however, did not disclose the reason behind the decision to keep the old slogan.
Launched in 2012, the â€˜Itâ€™s More Funâ€™ was a brainchild of DOT and local advertising firm BBDO Guerrero. The slogan has won numerous awards including third smartest marketing campaign under global annual ranker Warc 100. (PNA)