DOT: ‘It’s More Fun’ slogan will stay, but will be upscaled to be ‘more meaningful’

After meeting with tourism stakeholders, the DOT decided on Nov. 21 to keep the popular slogan launched during the previous administration but with an upscaled version. (Photo: Department of Tourism)

MANILA—The award-winning “It’s More Fun in the Philippines” slogan of the Department of Tourism (DOT) will stay, but Tourism Secretary Wanda Teo said it will be upscaled to be “more meaningful.”

“The slogan itself is catchy as it is but there is a big room for improvement. The country and the people have so much more to offer than sheer fun,” Teo clarified in a tourism summit.

Teo cleared this up after announcing last Nov. 19 that a new slogan would be launched during the upcoming Miss Universe pageant coronation on Jan. 30, 2017 to replace the old one.

After meeting with tourism stakeholders, the DOT decided on Nov. 21 to keep the popular slogan launched during the previous administration but with an upscaled version in the coming pageant.

Teo said the DOT has commissioned the advertising firm McCann Worldgroup Philippines to make it “more meaningful” by showcasing the “total tourism experience” the Philippines has to offer.

McCann earlier bagged the PHP650-million project the DOT put up for bidding recently.

This project includes media placements for PHP580 million, and production fees of PHP70 million, inclusive of all applicable taxes, commissions and production of creative materials for a year-long campaign.

It will include audio-visual presentations, TV and radio commercials, print advertisements, and the DOT’s upgraded website which will be placed in countries classified as emerging markets.

The PHP650-million funding will be sourced from the PHP1-billion earmarked by the previous administration for the “It’s More Fun” campaign.

Teo, meanwhile, assured the public that an improved country branding is expected to receive “optimal media exposure” and will establish a stronger global brand-consumer relationship.

McCann Corporate Affairs Director Nina Terol, for her part, committed to work hand-in-hand with the DOT to finalize the list of timetables and deliverables.

“We know they have been studying the matter and are considering various data points in order to make the best decision moving forward,” Terol said.