Introduction:
In January 2012, the Department of Tourism introduced a new slogan for the Philippines: “It’s more fun in the Philippines.” The purpose of this slogan was to increase awareness among both locals and tourists about the beauty of the country. This led to comparisons with the previous slogan, “Pilipinas kay Ganda,” and its effectiveness in attracting tourists and promoting hidden beauty. To address these questions, a study was conducted. The government has set a goal of attracting 6.8 million foreign tourists annually by 2014, 8 million by 2015, and 10 million by 2016. The question remains: can this slogan help them achieve their ambitious goal?
Background of the study
David Guerrero, chairman and chief creative officer of BBDO Guerrero, is credited with creating the famous campaign slogan “It’s more fun in the Philippines.” This memorable phrase encapsulates Filipino culture and aims to boost the Philippine Tourism Industry and economy. The main objective is to change global perceptions of Filipinos, establishing a positive image that inspires admiration from other nations. Moreover, the campaign showcases unique experiences exclusive to the Philippines.
The research problem is to determine if the slogan has successfully launched internationally and if it helps raise awareness about the Philippines. The researchers aim to answer the following questions: 1. Will the slogan be effective in promoting the Philippines? 2. Can the government market the slogan globally? 3. Will the slogan help raise people’s awareness? The variables are as follows: Independent variable – “It’s more fun in the Philippines” Dependent variable – Effect of the slogan on the Philippines’s tourism industry. The significance of this study is to determine if the slogan has been successfully marketed globally and if it helps attract tourists to visit the Philippines. It will also assess if the Department of Tourism made a good choice for the tourism industry.
