“It’s More Fun in the Philippines” campaign will retain but needs upscaling

The Department of Tourism has decided to retain the slogan “It’s More Fun in the Philippines”.

For the past months, DOT has been thinking of changing the slogan despite its popularity. They attributed this shift to Nielsen’s study which found the campaign catchy but not effective enough to entice foreign tourists to visit Philippines. 

But last November 21, DOT reached to a decision to keep the current tagline “It’s More Fun in the Philippines”. According to DOT Secretary Wanda Teo, they will just have to make some changes to upscale it.

The previous administration has allotted P650 million for the new campaign and for its global media replacements. The advertising and marketing firm McCann Worldgroup will handle the conceptualization and implementation of the new campaign with the retained slogan. 

The improved campaign will launch early next year, before the Miss Universe Pageant.