The Philippines recently launched a new brand campaign to attract visitors to the country with the line - ‘It’s more fun in the Philippines.’
Focusing on the country’s core strength, the campaign singles out what no other destination can offer - and that is the Filipino people.
For example, the Lonely Planet guidebook calls Filipinos ‘among the most easygoing and ebullient people anywhere.’
“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, it’s the Filipinos that will complete your vacation and will make your holiday unforgettable,” says the Philippine Tourism Secretary, Ramon Jimenez, Jr.
The Filipinos are already known around the world to be one of the happiest and warmest people on earth. The campaign hopes to enjoin the whole country in creating positive buzz of the tagline.
The Philippines is intensifying its tourism promotion in Saudi Arabia and the Middle East. The Philippine Department of Tourism recently participated in the Arab Travel Market in Dubai on 30 April to 3 May 2012.
The campaign highlights the most important tourist attraction the Philippines can offer, aside from its beautiful beaches and perfect weather – its people. The Filipino’s joyful disposition and love of life makes every vacation in the Philippines an unforgettable experience.
The Department of Tourism plans to conduct a roadshow in Saudi Arabia later in 2012.