The Department of Tourism (DOT) on Monday launched the refreshed logo of its tourism campaign for 2019. Tourism Secretary Bernadette Romulo-Puyat retained the slogan “It’s More Fun in the Philippines” which has been the theme for 7 years straight. The campaign logo now features a weave with hues symbolizing Filipino product and a new font inspired by hand-painted street signs called “Barabara.”
During the unveiling of the new tourism campaign at the National Museum of Natural History in Manila, Puyat said that the theme’s continuity gives the Philippines an easier recall.
“Though I’m the third tourism secretary to use the hashtag ‘It’s more fun in the Philippines,’ I actually believe in continuity. First of all, ‘It’s more fun in the Philippines,’ the hashtag works,” she said.
“I believe because it works that Philippines have embraced the hashtag. We made it our own and we already had 4.3 people million using it so why not continue with what’s good,” she added.
Puyat also stated how maintaining the country’s current slogan helps establish an identity, with mentions of Malaysia’s “Malaysia, truly Asia” and India’s “Incredible India,” as campaigns that molded tourism industry through the years.
DOT inspires inclusivity in its promotional efforts, as shown in their newly released campaign video that features crowdsourced content from tourists Using a few tweaks on its approach, the agency is set to achieve the target of 8.2M tourist arrivals in 2019.