Senator Nancy Binay is not in favor of changing the slogan of the Department of Tourism (DOT).
Binay said rebranding and marketing can be “very costly considering that the DOT will spend millions of dollars by changing the slogan”.
The veteran legislator said this after President Ferdinand Marcos Jr. vetoed a provision to rebrand DOT’s promotional slogan in the appropriations of the P5.268 trillion 2023 national budget.
“We must respect the President’s power and prerogative to veto,” the seasoned lawmaker said.
Binay is the chairperson of the Senate Committee on Tourism.
According to the lady senator, printing of marketing collaterals, global quad-media advertising placements, international and local sponsorships, travel and trade shows, and other below-the-line campaigns can also be very costly.
“Given the country’s financial challenges, changing to a new slogan at this time may not be a compelling argument.”
“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,” she explained.
The DOT has been using the slogan “It’s More Fun in the Philippines” since 2012 during the leadership of the late Tourism head Ramon Jimenez Jr.
From 2017 to 2019, it became “Experience Philippines” during the term of DOT chief Wanda Teo.
When it failed to attract tourists, the Jimenez slogan was used again.
“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.”
“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 explained.
“We still hope that the DOT considers deferring its plan to ‘rebrand’ and replace the ‘It’s More Fun in the Philippines’ campaign,” she concluded.
