In an exciting shift from its previous campaign, the Department of Tourism (DOT) of the Philippines has launched a fresh tourism slogan – ‘Love the Philippines’. This innovative change in direction sees the country move away from its previously well-received tagline, ‘It’s More Fun in the Philippines’, which was devised back in 2012.
Created in collaboration with DDB Group Philippines, the new slogan, ‘Love the Philippines’, captures the deep affection travellers develop for the country. According to Marie Adriano, the agency’s brand and strategic planner, the ‘love’ theme reflects a significant sentiment among tourists. As travel has evolved to mean more than just leisure, there’s been a shift in the traveller’s mindset, prompting the term ‘changed traveler’ for those who now seek experiences with deeper, more meaningful connections.
Tourism Secretary Christina Frasco offers insight into this pivot. According to her, ‘Love the Philippines’ is more than a mere branding slogan – it’s a powerful call to action. She urges every Filipino citizen to remember the country’s beauty, honour its past, and look forward to a future embodying the virtues and values intrinsic to the Filipino spirit.
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In the past, ‘It’s More Fun in the Philippines’ was an initiative by BBDO Guerrero in 2012, successfully promoting the country’s tourism. Their partnership with DOT was renewed in 2021, along with the Tourism Promotions Board (TPB), to keep promoting the country’s tourism in a changing world.
The new slogan, ‘Love the Philippines’, recognises the country’s natural wonders, its long history, its rich culture, and diverse heritage. Tourism Secretary Christina G. Frasco emphasises that the Philippines is more than just fun and adventure, and this tagline captures the heart of every single Filipino and the distinct grace and hospitality they extend to every guest.
So, ‘Love the Philippines’ goes far beyond being a mere tagline. It is an invitation to explore and experience the true essence of the Philippines. It’s a call to action that captures the Filipino heart and soul, symbolising their vibrant culture, festivals, food, and the unique products of their small and medium enterprises.
Embrace the opportunity to ‘Love the Philippines’ and experience the hospitality and beauty this incredible country has to offer.
This information is based on marketech-apac.
