The Department of Tourism (DOT) unveiled on Tuesday the country\u2019s \u201cenhanced\u201d tourism campaign slogan \u2013 \u201cLove the Philippines.\u201d<\/p>\n
The slogan replaces the 11-year-old It\u2019s More Fun in the Philippines, almost a year since the Marcos administration announced its intent to come up with one that showcases the \u201cFilipino brand.\u201d<\/p>\n
\u201cThe campaign Love the Philippines is not a mere branding campaign, but rather a call to action to every Filipino citizen to remember the beauty of our country, to honor our past, and to look forward to the future armed with the virtues, (and) values of being a Filipino,\u201d Tourism Secretary Christina Frasco said during the launch on the sidelines of the DOT\u2019s 50th-anniversary celebration at the Manila Hotel.<\/p>\n
\u201cLove the Philippines is a recognition of our natural assets, our long and storied history, our rich culture and diversity,\u201d she said.<\/p>\n
Frasco expressed hope that the new slogan would sustain interest and bring attention to places not necessarily highlighted in DOT\u2019s typical branding campaign.<\/p>\n
In a presentation, Marie Adriano, marketing firm DDB Group Philippines\u2019 brand and strategic planner, pointed out that \u201clove\u201d is the positive theme travelers associate with the Philippines and is \u201cfrequently mentioned in high volume globally.\u201d<\/p>\n
\u201cWhile fun remains a positive theme and certainly part of the Pinoy DNA, there\u2019s less volume of mentions,\u201d she said.<\/p>\n
Adriano noted that the pandemic that prompted revenge travel also birthed the kind of tourists that value not only leisure but also meaningful experiences.<\/p>\n
\u201cComing from a culture shift, naturally, changes in the consumers follow. Who are they? We call them the \u2018changed traveler\u2019 for the very reason that traveling has come to mean more than just leisure,\u201d she said.<\/p>\n
Adriano explained that travelers are now looking for \u201creal world experiences\u201d where they can immerse in other cultures, as well as curated experiences that are unique or out of the ordinary.<\/p>\n
Seeing their preferences have expanded with new priorities and expectations, \u201cbrand enhancement is imperative to stay competitive and relevant,\u201d she said.<\/p>\n
\u201cWe can choose to stay where we are or choose to pivot and realize the vision of the future,\u201d she added.
\n\u201cWhat they’re seeking today and what interest them to travel, we have it. The wonderful thing is we actually have it and more, it’s just that they don’t know yet.\u201d<\/p>\n
Frasco said the DOT would retain the previous campaign\u2019s custom-made type font called the \u201cBarabara,\u201d which resembles the iconic signage used on jeepneys and sari-sari stores.<\/p>\n
\u201cIt\u2019s known already all over the world and so we capitalize on its success,\u201d she told reporters. \u201cWe will continue to market the Philippines as fun all over the world, but we will also articulate that the Philippines has so much more to offer in addition to fun \u2013 we are honoring our culture, our history, our heritage, our people, our flavors, and all our other tourism offerings.\u201d (PNA)<\/p>\n
The Department of Tourism launched its newest slogan, highlighting the beauty of Filipino brands.<\/p>\n","protected":false},"author":1,"featured_media":4666,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[40],"tags":[],"class_list":["post-4665","post","type-post","status-publish","format-standard","has-post-thumbnail","category-society"],"pageone_source":{"pageone_source":"","author_name":"PAGEONE Online Network"},"_pageone_source":"","zyndk8_nxtgen_metadata":[],"_links":{"self":[{"href":"https:\/\/dynamic-silver-sheep.82-197-71-20.cpanel.site\/index.php?rest_route=\/wp\/v2\/posts\/4665","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dynamic-silver-sheep.82-197-71-20.cpanel.site\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dynamic-silver-sheep.82-197-71-20.cpanel.site\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dynamic-silver-sheep.82-197-71-20.cpanel.site\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/dynamic-silver-sheep.82-197-71-20.cpanel.site\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=4665"}],"version-history":[{"count":0,"href":"https:\/\/dynamic-silver-sheep.82-197-71-20.cpanel.site\/index.php?rest_route=\/wp\/v2\/posts\/4665\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dynamic-silver-sheep.82-197-71-20.cpanel.site\/index.php?rest_route=\/wp\/v2\/media\/4666"}],"wp:attachment":[{"href":"https:\/\/dynamic-silver-sheep.82-197-71-20.cpanel.site\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4665"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dynamic-silver-sheep.82-197-71-20.cpanel.site\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4665"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dynamic-silver-sheep.82-197-71-20.cpanel.site\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4665"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}