Stakeholders push for retention of ‘It’s More Fun’ campaign

MANILA, Philippines — Tourism stakeholders are hoping future administrations would retain the It’s More Fun in the Philippines  campaign as this will be key in keeping arrival figures high.

Philippine Travel Agencies Association (PTAA) president Ritchie Tuano lauded the Department of Tourism (DOT) for retaining the tagline, with Tourism Secretary Bernadette Romulo-Puyat being the third secretary to retain the campaign.

“We see the ‘It is more fun in the Philippines’ is a true embodiment of what our country has to offer. It is a catchy phrase with very high retention and product recall,” Tuano told The Star.

He said most countries have continuity with their slogans and campaigns for decades, which created retention among their visitors. 

“I hope future DOT administration will also do the same.  They may improve and build on it rather than changing it,” Tuano said.

Tourism Congress of the Philippines president Jose Clemente echoed Tuano’s sentiments, noting that the tagline encapsulates what the Philippines and the Filipinos are all about.

“The refreshed IMFIP campaign is something we have been looking forward to as interest in the Philippines continues to increase and as we target more than eight million arrivals for 2019,” Clemente told The Star.

“The more visuals we can give to our target markets, the better our chances to get more arrivals,” Clemente said.

Meanwhile, Network of Independent Travel Agencies vice president Angel Ramos Bognot told The Star that the new ad campaign is more fitting in targeting the local tourist market.

“(There is) no international appeal of using that ‘bara bara’ font and meaning. Maybe the locals can relate. The video is rather bland. No force,” Bognot said. 

“At least they retained the brand campaign. Hoping the logo can support it,” she added.

Last week, the DOT launched a new It’s More Fun in the Philippines ad, which only uses real images, footage, and reviews shared online by tourists to tell stories that are truly authentic.

“It’s a 100 percent crowd-sourced campaign made entirely by people who have experienced firsthand why it’s more fun in the Philippines,” Puyat said.

The DOT said the popularity of the It’s More Fun in the Philippines campaign has helped in encouraging millions to post their photos, videos, and comments online to show why it’s more fun in the Philippines.

Puyat is the third tourism secretary to retain the slogan which was first launched in 2012.

In January, the DOT announced that BBDO Guerrero Inc. was awarded the contract to refresh the ‘It’s More Fun in the Philippines’ branding campaign.