The Department of Tourism’s (DOT) “It’s More Fun in the Philippines” campaign was able to reach a wide audience with little cost to the government, a senior tourism official said.
Domingo Ramon Enerio III, DOT assistant secretary for tourism planning and officer-in-charge of the Tourism Promotions Board, said the campaign is still in its early days but the catchphrase has spread “like wildfire.”
More Fun in the Philippines
”It has become a people’s campaign,” he said.
Enerio said the simple truth about the Filipino people is the secret to its success, saying the campaign’s message is easy to understand, speaks the truth about the Filipino culture and makes the locals proud.
“It’s a direct call to action for every Filipino,” Enerio said. Read the full story