‘It’s More Fun in the Philippines’ slogan wagi sa Japan

The winning ad - Tropical Winter. More Fun in the Philippines.

Panalo ang branding campaign ng Department of Tourism (DOT) na “It’s More Fun in the Philippines sa Readers’ Choice for the “Fun” category ng Yomiuri Advertising Award 2013 na ginanap sa Prince Tower Hotel, Tokyo kamakailan.

Ayon kay Tourism Attache to Tokyo Valentino Cabansag, ito ang unang pagkakataon na nagpalabas ng anunsyo ang DOT sa Yomiuri na isa sa mga nangungunang diyaryo sa Japan.

“It may be beginner’s luck as this is the first time that the DOT has advertised in Yomiuri, one of Japan’s leading newspapers. We were told that the DOT is the only national tourism organization (NTO) recipient under this category which could mean one thing: we are undisputedly FUN,” pahayag ni Cabansag.

Pangatlo ang Japan sa bilang ng dami ng mga turistang bumibisita sa Pilipinas na umabot sa 179,984 o 8.95% mula sa kabuuang bilang na 2.011 milyon mula Enero hanggang Mayo 2013.

“Japan’s economy is slowly on the rebound and the shift from long-haul to short-haul destinations augurs well for our country which is a favorite resort destination in Asia. However, we need to raise our comparative advantage in other product offerings.

“Aside from continuous brand awareness and goodwill activities with consumer and travel trade, more in-depth studies of the market segments will enable our industry to better prepare destinations and products that will match evolving preferences,” ani DOT Asst. Sec. Benito C. Bengzon, Jr., pinuno ng Market Development Group.

Samantala, nagpahayag din ng pagkatuwa si Tourism Sec. Ramon R. Jimenez, Jr. sa parangal na ito.

“Tourism is only as strong as the support and interest on the ground. We at the DOT continue to look up to our partners in the industry in finding ways to turn our vision into reality. The beauty of our branding campaign is that it invites people from all walks of life to join in and come up with their own versions of the catch phrase. That is to say, there’s plenty of room for creativity and participation.

“It’s more fun in the Philippines is more experiential, dwelling on real and palpable experiences. Indeed, what started as a simple slogan has now become a country statement and a badge of pride among travelers, Filipinos, and foreigners alike,” giit ng kalihim ng DOT.

Nagsimula noong 1984, layon ng Yomiuri Advertising Awards na hikayatin ang mga mambabasa nito na piliin ang mga tatanghaling mananalo sa prestihiyosong award-giving body sa Japan.