Interview: Tourism Secretary Jimenez on 'It's more fun in the Philippines'
More targeted campaigns are in the offing to roll out “It’s more fun in the Philippines”–the tourism branding program, Tourism Secretary Ramon Jimenez Jr. said Friday in an interview with GMA News Online. The response to the ongoing tourism publicity, timed for the Philippine hosting of the ADB meeting, has been “generally positive,” Jimenez noted on the sidelines of the 45th Asian Development Bank Board of Governors’ annual meeting. There was “a lot more curiosity about the budget rather than the impact, but that's OK… pero 'yung mga nasa media industry know na mura 'yun.” Officials said the commercials that have been airing cost about P60 million, and hosting the ADB annual meeting cost about P300 million. The publicity specific to the ADB meeting is more the exception than the general rule, said Jimenez. "It is only in rare instances like this global event that we will have a global footprint, but in most cases, we will have local efforts." In January and February, the country received 772,989 tourists, according to the Tourism Department. Jimenez said the tourism campaign would address particular tourism niches. “Very carefully considered 'yun… and, you know, at the right time as you can see. We will roll it out in very specific markets. Kailangan by market tayo mamamalengke in general.” In the United Kingdom, “It’s more fun in the Philippines” literally rolled on the streets of London, with at least 75 the iconic black cabs and red two-tiered buses decked with the campaign logo going around famous and frequented areas in the British capital, according to the Department of Foreign Affairs. Jimenez said the promotion campaign in London is but one of several approaches that adheres to local custom. “Kasi 'yun ang kalakaran doon...'yun ang milieu, 'yun ang atmosphere. That's the way we will do it.” —VS, GMA News