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More fun in the Philippines

posted Jan 10, 2012, 7:35 PM by Dong Travel   [ updated Jan 10, 2012, 7:40 PM by Mickey Dong Hoang Thinh ]
Philippines released a new tourism slogan and logo last week, “It’s more fun in the Philippines” in the hope it will boost tourism arrivals in 2012, the Department of Tourism secretary, Ramon Jiminez reported.

The slogan, released just days before the ASEAN Tourism Forum opens in Indonesia, will  be the main branding for both international and domestic markets.
The project is part of a much wider package aimed at reviving tourism that has lagged behind ASEAN neighbours . One of the plans recommends that the government approve a visa-on-arrival for all tourists who currently need a visa.

“This is a campaign that can be adopted easily. Drivers can paste it on their jeepneys or dentists can even suggest it’s fun to have root canal treatment in the Philippines,” said Mr. Jimenez, noting that the new brand is more than just a standard advertising campaign.

However, the campaign has been roundly criticised in social networks. Critics argue it is too vague and lacks inspiration, although the Department of Tourism is still positive that the slogan will help to boost tourist arrivals to 4.2 million this year up from 3.7 million last year.

“It answers the basic question why tourists should come here and that is because it’s more fun in the Philippines,” he said.

“We are far more than a bunch of islands and old churches, it’s the fun Filipino people that complete the Philippine tourism experience, it’s the people that differentiate us from other destinations,” he added.

There have been various attempts to ignite recovery with pithy slogans. The last one was “Philippines, So beautiful” launched November 2011, but cancelled a month later for being almost a copy of a tourism logo adopted by Poland.

Source: TTRW