Change can be expensive.
The Department of Tourism (DOT) on Sat, Nov 19, announced that the country will cough up PHP650 million for the creation and promotion of the new 2017 tourism slogan to replace “It’s more fun in the Philippines,” launched by former Tourism secretary Ramon Jimenez in 2012.
Well, advertising isn’t cheap. The budget will cover media placements all over the world, including commercial, billboards, radio, and the like.
Tourism secretary Wanda Teo explained that the catchy slogan “did not generate tourist arrivals,” ABS-CBN News reports
The new campaign will be handled by global advertising agency, McCann Erickson, which won the bid to develop the slogan during the previous administration.
Teo said she wants to “upscale” the current campaign.
“When I was in Madrid, UNWTO (World Tourism Organization) told me ‘It’s More Fun’ is a good slogan why change it?’ So I said, let’s upscale it. Why is it more fun? We might consider on keeping it but adding more to it,” Teo said in a report by the Manila Bulletin.
The slogan change will be funded by leftover budget from the previous administration.
The deal between the DOT and McCann was signed a few weeks ago, and the new slogan will be revealed during the Miss Universe pageant coronation night on January 30, 2017.
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