No ‘more fun in the Philippines’ as tourism department eyes yet another rebrand

·1 min read

Will we soon bid goodbye to the “It’s More Fun in the Philippines” slogan?

The Department of Tourism (DOT) is reportedly eyeing a rebrand of the Philippines’ popular tourism slogan and will soon phase out the “It’s More Fun” theme, which ruled the country’s tourism campaigns for a decade.

Tourism secretary Christina Frasco revealed this on Wednesday, adding that the department was keen on a catchphrase that was anchored on “elements that make our Filipino brand distinct all over the world.”

Frasco said that while the “It’s More Fun in the Philippines” theme had its merits, she added that “as people and life in general, we must evolve and we must move on, taking into consideration everything that we have been through.”

“Of course, the Philippines will always be fun that doesn’t need to be said because it’s true. But beyond that, we are a beautiful country with beautiful people and a wealth of products and destinations and we want the brand to fully encapsulate all of these nuances of our country beyond having fun,” she added.

Agency BBDO Guerrero helped conceive the “It’s More Fun in the Philippines” campaign in 2012, which then-tourism secretary Ramon Jimenez described as a “simple and truthful answer to the question, ‘Why should I go to the Philippines?’”

Not that we’re marketing experts or anything, but our humble take: If it ain’t broke, don’t fix it.