The newest Department of Tourism Slogan, “It’s more fun in the Philippines”, was recently launched. It’s goal is to promote Filipino tourism locally and abroad.  Below is the official logo:

The Good

• It’s easy to understand
• Modern looking
• Banig Weave techno pattern
• Designed for social media participation

The Bad

• Wordy
• Same slogan used before by Switzerland Tourism
• Sounds inspired by a Rebecca Black Song
• Non-techie/ non-Internet savvy people may feel left out

Design

It looks like a web 2.0 logo targeting an internet-based audience. The colors and fonts are warm and friendly which match the message well. It’s very clean looking with a good amount of spacing. The closest font I could find similar at the moment  was Neo Tech Bold.

Its more fun in the Philippines Font

The actual ‘its more fun font’ is really Harbara. Big thanks to commenter ‘Boris‘ for the correction.

Download Its more fun in the Philippines font

The banig weave icon was cleverly made. The digital pixel pattern may symbolize the Philippines’ technology base . I can imagine it being a  little hard to distinguish that it’s actually the shape of the Philippines specially for foreigners not familiar the country’s geography.

It’s certainly a a big improvement from the previously failed, Pilipinas Kay Ganda, campaign.

Twitter hashtag #ItsMoreFunInThePhillippines

The best part of this campaign was having social media in mind.  It gives any twitter user a chance to promote Philppine tourism by giving a reason  followed by #ItsMoreFunInThePhillippines hashtag in their tweets. Currently it’s trending worldwide. I bet this strategy alone will give this campaign most of it’s momentum.

Examples:

Our Christmas season starts in September! #ItsMoreFunInThePhillippines
- bionicbertha

WE HAVE CRISPY PATA and LECHON!!!!! itsmorefuninthephilippines
- ojtibi

Memes

Memes are starting to sprout everywhere which is a good thing. Memes are free viral marketing at it’s best.

Controversy

Forum members at Pinoyexchange.com discovered that the same line, “It’s more fun in…” was used by Switzerland Tourism in an older ad.

Some members cried, “Plagiarism!” while others said it’s fine since it’s an old ad anyway.

Username Orion Pax quoted:

“Its not fun when the Swiss beat you to a tourism slogan 61 years ago”

The line is super generic. Another poster replied that it was just a headline and not a campaign. Personally, I think this was just coincidence.

Conclusion

Compared to the old slogan WOW Philippines, it may be a little wordy but I really like it. It was well-designed and thought out. The banig logo was refreshing fonts and colors used were modern but friendly.

The inclusion of the social media angle was excellent. Overall I think Department of Tourism did a good job this time.

What is your opinion on the new logo and campaign. Do you think  it will make a change in Filipino tourism? Reply in the comment box below.

Notable links

• More Fun Maker -Attach ‘more fun’ witty text to your own photo
• It’s More Fun in the Philippines PICS – photo gallery of uploaded twitter photos with more fun hashtag. Ranking system

 

Incoming search terms:

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• its more fun in the philippines logo
• department of tourism logo
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• tourism logo philippines

Related posts:

1. Top 10 Reasons why the ‘Pilipinas Kay Ganda’ Campaign Failed

Tagged as: Filipino Tourism, Font, Funny, Humor, Logo, Marketing, more fun in the philippines, Slogan