Senator Nancy Binay (File photo)
MANILA – Senator Nancy Binay on Wednesday asked the Department of Tourism (DOT) to defer its plan of rebranding its promotional slogan now that President Ferdinand R. Marcos Jr,, vetoed the provision included in the appropriations in the PHP5.268 trillion 2023 national budget.
Binay said, "we must respect the President’s power and prerogative to veto, adding she appreciates the promotions initiative of DOT but rebranding and marketing can be very costly considering that the DOT will spend millions of dollars by changing the slogan."
“It is our commitment to equip the DOT with the necessary marketing tools, and provide essential funds to support its programs. But given the country's financial challenges, changing to a new slogan at this time may not be a compelling argument. As much as possible, we don't want potential tourists to be confused with constantly changing messages every time they watch our new ads on television and social media.” Binay said in her statement.
As early as June, DOT Secretary Christina Frasco, hinted that the decade old slogan “It's more fun in the Philippines” might be changed to a more unique slogan, but during budget deliberation in October, Frasco said they have no plan yet to change it.
Under RA 9593, the DOT is mandated to be the primary planning, programming, coordinating, implementing and regulatory government agency in the development and promotion of the tourism industry, both domestically and globally.
Binay, chairperson of the Senate Committee on Tourism, said printing of marketing collaterals, global quad-media advertising placements, international and local sponsorships, travel and trade shows, and other below-the-line campaigns are also costly.
“We still hope that the DOT considers deferring its plan to 'rebrand' and replace the 'It's More Fun in the Philippines' campaign.” she said.
“It's More Fun in the Philippines'' was launched in 2012 by that late Tourism head Ramon Jimenez Jr, replacing the “WOW Philippines” slogan under former DOT Secretary and Senator Richard Gordon.
It was changed to “Experience Philippines” from 2017 to 2019 under former DOT chief Wanda Teo, but it failed to attract tourists, then in 2019, “It's More Fun “ was again used as the Tourism slogan. (PNA)
