Since the launching of the new Department of Tourism Campaign last week, the slogan “IT’S MORE FUN IN THE PHILIPPINES” has received an unprecedented support not only from the conventional mass media outlets but also in the social network community. Facebook pages and Twitter timelines have been cluttered with numerous posts showcasing several adaptations of the concept slogan IT’S MORE FUN IN THE PHILIPPINES spearheaded by the Department of Tourism.
“Our strategy is simple: 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 new Tourism Secretary, Ramon Jimenez, Jr.
I could only imagine that the slogan receiving an almost viral effect in the social networking sites has been a very much welcome development for the Department of Tourism since according to Secretary Jimenez the campaign primarily is banking its effectivity on the support of the Filipinos in several internet social networking sites. He further said that The campaign hopes to enjoin the whole country in creating positive buzz of the tagline.
True to the DOT’s agenda, just hours or possibly minutes after the launching of the slogan, many already heeded to the demands of the new campaign. Universities, locals, local governments, religious organizations, non-governmental organizations and even individuals have created and posted their very own contribution to the campaign.
One will see picturesque places, activities offered by a place, events and many other variations and permutations all bearing the tag line It’s More Fun in the Philippines. Indeed, one can say that the campaign has succeeded in one of its goals, that is engaging the Filipinos in the campaign to promote our country.
The strategy utilized by the Department of Tourism is quite clever. DOT optimizes the Filipinos’ active status in several social networking sites and clearly, basing this opinion from several persons' facebook and twitter pages alone, the cyberspace’s social networking sites coupled with the active participation and support of the Filipino people have already been working wonders. It is however, too early to conclude that the campaign has succeeded entirely since the end goal of strengthening the tourism industry in the country can yet be quantified completely at this stage, but one cannot be blamed if one puts his hopes high.
Blog Entry #4