P650-M budget to be alloted for new tourism slogan
Image grabbed from Philippine Lifestyle News
The Department of Tourism (DOT) Secretary, Wanda Teo, said on Sunday (November 20) that the creation and promotion of the new tourism slogan will be costing the country P650 million.
In an article published by the Manila Bulletin, Teo said that leading advertising agency McCann Erickson will be handling the search for the slogan, and that the P650 million budget was submitted by the previous administration. The deal and partnership between DOT and McCann was sealed a few weeks ago, even though the bidding took place during the previous administration.
Teo also explained that although “It’s More Fun in the Philippines” has been a hit, it still needed to be improved. “When I was in Madrid, UNWTO (United Nations 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?” she added. She also explained that they are also considering to keep the original line, but add something more to make it more impactful.
The current slogan “It’s More Fun in the Philippines” will be used until the launch of the new slogan next year, during the Miss Universe coronation night which will be held in the country.
Source: Manila Bulletin, The Philippine Star
