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DOT launches 'refreshed' It’s More Fun in the Philippines campaign

By ANNA FELICIA BAJO, GMA News

The Department of Tourism (DOT) on Monday launched the refreshed "It's More Fun in the Philippines" campaign to promote sustainable tourism in the country.

"We are coming into 2019 with a renewed and refreshed sense of purpose, with more and more travelers conscious about their ecological footprint, the cultures and experiences they are consuming and simply wanting to know how they can give back," DOT Secretary Bernadette Romulo-Puyat said at the launch of the campaign in the Museum of Natural History in Manila.

"The time is ripe for a re-purposing of the word 'fun'," Puyat added.

 

 

Puyat underscored that working with the old tourism campaign is the real essence of sustainability, adding that it is actually a "crowdsource campaign."

"Millions have shared why it is more fun in the Philippines. This inspired us to let you tell the rest of the world why," she said.

"Basically that's why it's crowdsourced because we want it to be a campaign where it's real people, who are telling us that it's more fun in the Philippines," Puyat added.

At a separate press conference, Puyat was asked why the agency chose to stick with the old tourism campaign. She said she believes that the hashtag really works in tourism promotion.

"I actually believe in continuity. The hashtag works. Second like in other countries, they never changed their campaign... For me, I believe it works. The Philippines have embraced the hashtag, we've made it our own and we've already have 4.3 million using it," Puyat said.

RELATED: DOT introduces 'Barabara,' a new tourism font inspired by local signs

Earlier, the DOT disclosed that advertising agency BBDO Guerrero Inc. was the one responsible for the development of a digital public relations campaign for the Philippines. — LA, GMA News

Tags: dot, itsmorefuninthephilippines
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