8/3/2019 DOT MEDIA RELEASE: New Tourism Campaign Wows International Travel Experts

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MEDIA RELEASEJanuary 2012

New Tourism Campaign Wows International Travel Experts

This years ASEAN Tourism Forum at Manado, Indonesia witnessed the new

Philippine brand launch with the line - Its more fun in the Philippines.

ATF 2012 is a perfect platform to introduce to some 1,600 international

delegates composed of buyers and sellers, the NTO community and media delegates,

Philippine Tourism Secretary Ramon R. Jimenez, Jr. said.

Focusing on the countrys core strength, the campaign singles out what no other

destination can offer - and that is the Filipino people. The Lonely Planet guidebook calls

Filipinos among the most easygoing and ebullient people anywhere. Meanwhile, a

constant truth that comes out in the passenger exit surveys is the warmth and

hospitality of the people.

Our strategy is simple: while other countries invite you to observe, Filipinos can

promise a more heartfelt and interesting experience. Wherever you go, whatever you do

in the country, its the Filipinos that will complete your vacation and will make your

holiday unforgettable, says the new tourism chief, who accepted the post in September2011.

The Filipinos are already known around the world to be one of the happiest and

warmest people on earth. In a survey conducted among expatriates by international

bank HSBC, it was revealed that the Philippines is the 8 th friendliest country for them.

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The campaign hopes to enjoin the whole country in creating positive buzz of the

tagline. The campaign was trending on Twitter Friday noon when it was earlier

introduced to local media. Catching like wild fire, netizens flooded the web with creative

ways to interpret the line through do-it-yourself-memes which could likely land on shirts,

billboards, stickers and other collaterals.

Meanwhile, the #1FORFUN local slogan aims to rally the Filipino nation to

strengthen and sustain this well-appreciated fun character and be a constant reminder

to make sure peoples experiences in our country are positive, enjoyable, and most of

all, fun, Jimenez added.

The presentation was well-received during the Philippine-hosted dinner on 13

January 2012 at the Sultanraja Hotel. The occasion was graced by North Sulawesi

Governor Sinyo Harry Sarundajang, Philippine Ambassador to Indonesia Maria Rosario

Claudio Aguinaldo and Consul General Jose Burgos.

Exciting travel prizes were raffled off from generous sponsors Philippine Airlines

and various hotels and tour operators. The high spirits continued until curtain fall withparticipants dancing to band music and cheering the world-class performances by top

Filipino artists.

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CONTACT: EVELYN A. MACAYAYONG

Office of Marketing Communications525-18-05

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