Source: Philippine Department of Tourism, Office of Marketing Communications
This year’s ASEAN Tourism Forum at Manado, Indonesia witnessed the new Philippine brand launch with the line - ‘It’s more fun in the Philippines.’
“ATF 2012 is a perfect platform to introduce to some 1,600 international delegates composed of buyers and sellers, the NTO community and media delegates,” Philippine Tourism Secretary Ramon R. Jimenez, Jr. said.
Focusing on the country’s core strength, the campaign singles out what no other destination can offer - and that is the Filipino people. The Lonely Planet guidebook calls Filipinos ‘among the most easygoing and ebullient people anywhere.’ Meanwhile, a constant truth that comes out in the passenger exit surveys is the “warmth and hospitality of the people.”
“Our strategy is simple: while other countries invite you to observe, Filipinos can promise a more heartfelt and interesting experience. Wherever you go, whatever you do in the country, it’s the Filipinos that will complete your vacation and will make your holiday unforgettable,” says the new tourism chief, who accepted the post in September 2011.
The Filipinos are already known around the world to be one of the happiest and warmest people on earth. In a survey conducted among expatriates by international bank HSBC, it was revealed that the Philippines is the 8th friendliest country for them.
The campaign hopes to enjoin the whole country in creating positive buzz of the tagline. The campaign was trending on Twitter Friday noon when it was earlier introduced to local media. Catching like wild fire, netizens flooded the web with creative ways to interpret the line through do-it-yourself-memes which could likely land on shirts, billboards, stickers and other collaterals.
Meanwhile, the ‘#1FORFUN’ local slogan aims to rally the Filipino nation to strengthen and sustain this well-appreciated fun character and be a “constant reminder to make sure people’s experiences in our country are positive, enjoyable, and most of all, fun,” Jimenez added.
The presentation was well-received during the Philippine-hosted dinner on 13 January 2012 at the Sultanraja Hotel. The occasion was graced by North Sulawesi Governor Sinyo Harry Sarundajang, Philippine Ambassador to Indonesia Maria Rosario Claudio Aguinaldo and Consul General Jose Burgos.
Exciting travel prizes were raffled off from generous sponsors Philippine Airlines and various hotels and tour operators. The high spirits continued until curtain fall with participants dancing to band music and cheering the world-class performances by top Filipino artists.