![]() The user-generated ads that channeled the pride of millions of Filipinos managed to gain a lot of traction in promoting the country overseas, resulting in higher tourist arrivals for the country. The “More Fun” slogan caught on and became wildly popular with Pinoy users submitting their own photos and reasons why the Philippines was "more fun" with the help of an online meme maker. The visuals, set to fast-paced music, were dynamic and exciting and highlighted the unique aspects and culture of the country that adventurous foreign tourists could look forward to. The colorful logo showed recreated the Philippine map in a textile type weave, while the official AVP highlighted the diverse islands, beaches, tourist sites, festivals and food of the country. The punchy slogan aimed to show what sets the country apart from others in terms of the “fun factor” and entice foreign visitors to visit our shores. The slogan "It's More Fun in the Philippines" was conceptualized with the help of BBDO Guerrero and Proximity Philippines under then Tourism Secretary Ramon Jimenez Jr., an advertising executive. In 2012, the DOT started a brand new campaign that aimed to brand the Philippines as the perfect destination for beach bums and dive lovers. The widespread criticism led to the eventual scrapping of the new slogan by no less than President Benigno “Noynoy” Aquino III and the resignation of the country's then-Tourism Secretary, Alberto Lim. A controversy arose because the logo bore a similar look to the logo of the Polish tourism campaign, Polska in terms of style, colors and font design used. Unfortunately, the slogan and associated logo received a lot of flak from the Filipino public when it was first released, prematurely to the public, according to the advertising agency Campaigns & Grey, which supervised the design. Initially aimed to replace the WOW Philippines campaign, the logo and branding used similar colors and elements as the former logo including a sun and coconut tree (with a smiling face), a tarsier, and wavy lines to signify the beach and tropical island vibe. ![]() Pilipinas Kay Ganda (which literally translates to "Philippines, So Beautiful") was a short-lived campaign launched by DOT back in 2010 which (thankfully) failed to take off. Incidentally, the former tourism secretary also used "WOW Dick" as his campaign slogan when he ran for senator, banking on the campaign's popuilarity. ![]() The WOW Philippines campaign was considered highly successful and managed to put the Philippines on the world tourism map for the first time. WOW actually doubled as an acronym, referring to several different aspects about Philippine travel including “Wealth of Wonders” (tourist attractions), “Warm Over Winter” (beaches), “Wild Over Water”(water-based adventures), and “Wacko Over Wildlife” (for the country’s rich indigenous flora and fauna), among others. The logo, which used mainly primary colors of red and blue, incorporated unique elements of Philippine culture including a jeepney and festival mask, as well as a sun, coconut tree, diver and boat to reflect the tropical beaches and landscapes. The slogan was also an attempt to rebrand the Philippines to highlight tropical white-sand beaches and diverse attractions to counter the country's negative portrayal in the media due to political instability and conflicts during those times. The promotional campaign was reportedly based on the 24-month Visit Philippines 2003 campaign by the World Tourism Organization, which aimed to encourage overseas Filipinos to visit tourism destinations in their home country. The tagline, which had the sub-slogan "More Than the Usual” was conceptualized by then Department of Tourism secretary Richard "Dick" Gordon in 2002 under the term of Gloria Macapagal-Arroyo. WOW Philippines was used as the campaign and tagline for tourism from 2002 to 2010. However, it was two decades ago when one of the most memorable slogans in local tourism was born. A national council was also created to promote the country as the Fiesta Islands of 1989. In an official proclamation, then-president Cory Aquino declared 1989 as the Philippine Fiesta Year. The report cited campaigns in the past including "Philippines: Where Asia Wears A Smile," " Fiesta Islands Philippines," "Rediscovery Philippines" and the almost-apologetic "Consider the Philippines." A Wall Street Journal article published in 2001 pointed out that for years, the country struggled to find a catchy slogan. ![]() The country has had its fair share of different promotional slogans through the years.
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