New tourism campaign draws mixed reactions

CEBU, Philippines - The newly launched “It’s more fun in the Philippines” tourism campaign draws mixed reactions from Cebu tourism players. While others expressed their full support to the Department of Tourism’s (DoT) effort, some hit on the catchphrase’s lack of originality as it is said to be a copycat of a 1951 Switzerland tourism ad.

“Now is no longer the time to nitpick. Let’s move forward with this campaign,” said tourism capitalist and prime mover Jay P. Aldeguer.

According to Aldeguer the new DOT campaign is honest, simple and can evolve into something big mainly because everyone can relate to it, both the Filipinos who are expected to help shout it out and visitors and the tourists the country is targeting.

“More than the slogan, I think the most strategic move by DOT here is to try to cultivate a sense of pride and ‘ownership’ of the campaign so that we are able to maximize the Filipinos’ penchant for creating online presence and noise and go viral. And I don’t mean just on the Internet but just like anything the campaign has to be managed properly but more importantly, at the end of the day, we Filipinos should deliver,” added Aldeguer.

Cebu Business Club (CBC) president Gordon Alan “Dondi” Joseph said that while the slogan is “just okay”, he said players would like to see the collateral first to see if the audio-visuals add to the slogan would give more impact.

Mandaue Chamber of Commerce and Industry (MCCI) president Eric Mendoza also expressed support of the new slogan saying the Philippines indeed offers a total experience of fun saying “it’s very appropriate, not a brag but positive promotion worth seeing.”

On the other hand, some sectors are hitting on the new introduced slogan as copycat, and lacks originality, as Switzerland was using this years back, Cebu Chamber of Commerce and Industry (CCCI) tourism committee chairperson Mila Espina said “why not be original and bring back ‘Wow Philippines’. It connotes fun and amazement.”

According to Espina, it’s more fun in the Philippines “basta walang amoy garbage, jumpy road, dirty toilets, dishonest drivers; or hostaging and street crimes.”

“Well, it’s very inviting but it focuses on the leisure aspects of tourism. Maybe it should be shorter like “it’s fun in the Philippines”. However, there should be a rejoinder below the slogan “fun in experiencing its history and natural wonders; leisure, sports, food, shopping and entertainment,” Espina added.

Former DOT-7 regional director Patria Aurora “Dawnie” Roa said while the newly introduced slogan “sounds better” than the “Pilipinas Kay Ganda”, but the fact that it’s not an original concept, it may not excite the market, and it will not connote superiority “because its gaya-gaya.”

“Better stick out [to the original] ‘Wow Philippines’. It has more impact and it’s truly original,” said Roa, who is still active as tourism consultant in Cebu. (FREEMAN)