{"id":83190,"date":"2016-11-25T10:18:49","date_gmt":"2016-11-25T15:18:49","guid":{"rendered":"https:\/\/canadianinquirer.net\/v1\/?p=83190"},"modified":"2016-11-25T10:18:49","modified_gmt":"2016-11-25T15:18:49","slug":"dot-its-more-fun-slogan-will-stay-but-will-be-upscaled-to-be-more-meaningful","status":"publish","type":"post","link":"https:\/\/canadianinquirer.net\/v1\/2016\/11\/25\/dot-its-more-fun-slogan-will-stay-but-will-be-upscaled-to-be-more-meaningful\/","title":{"rendered":"DOT: \u2018It\u2019s More Fun\u2019 slogan will stay, but will be upscaled to be ‘more meaningful’"},"content":{"rendered":"
\"After<\/a>
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)<\/figcaption><\/figure>\n

MANILA\u2014The award-winning “It\u2019s 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.”<\/p>\n

\u201cThe 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,\u201d Teo clarified in a tourism summit.<\/p>\n

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.<\/p>\n

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.<\/p>\n

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.<\/p>\n

McCann earlier bagged the PHP650-million project the DOT put up for bidding recently.<\/p>\n

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.<\/p>\n

It will include audio-visual presentations, TV and radio commercials, print advertisements, and the DOT\u2019s upgraded website which will be placed in countries classified as emerging markets.<\/p>\n

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

Teo, meanwhile, assured the public that an improved country branding is expected to receive \u201coptimal media exposure\u201d and will establish a stronger global brand-consumer relationship.<\/p>\n

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.<\/p>\n

\u201cWe know they have been studying the matter and are considering various data points in order to make the best decision moving forward,” Terol said.<\/p>\n","protected":false},"excerpt":{"rendered":"

MANILA\u2014The award-winning “It\u2019s More Fun in the Philippines” slogan of the Department of Tourism (DOT) will stay, but Tourism Secretary …<\/p>\n","protected":false},"author":33,"featured_media":83191,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[79],"tags":[],"class_list":["post-83190","post","type-post","status-publish","format-standard","has-post-thumbnail","category-travel","mauthors-philippine-news-agency"],"_links":{"self":[{"href":"https:\/\/canadianinquirer.net\/v1\/wp-json\/wp\/v2\/posts\/83190","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/canadianinquirer.net\/v1\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/canadianinquirer.net\/v1\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/canadianinquirer.net\/v1\/wp-json\/wp\/v2\/users\/33"}],"replies":[{"embeddable":true,"href":"https:\/\/canadianinquirer.net\/v1\/wp-json\/wp\/v2\/comments?post=83190"}],"version-history":[{"count":0,"href":"https:\/\/canadianinquirer.net\/v1\/wp-json\/wp\/v2\/posts\/83190\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/canadianinquirer.net\/v1\/wp-json\/wp\/v2\/media\/83191"}],"wp:attachment":[{"href":"https:\/\/canadianinquirer.net\/v1\/wp-json\/wp\/v2\/media?parent=83190"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/canadianinquirer.net\/v1\/wp-json\/wp\/v2\/categories?post=83190"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/canadianinquirer.net\/v1\/wp-json\/wp\/v2\/tags?post=83190"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}