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What’s more fun in the Philippines?

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MANILA, 21 February 2019: The Philippines thinks it can add more meaning to its tourism slogan, “It’s More Fun in the Philippines”, by adding sustainability into the mix.

Launching a remake of a tired and lacklustre 2012 “It’s more fun” campaign, tourism chief, Bernadette Romulo-Puyat, said it would be 100% targeted at social media channel users both Filipinos and foreigners.

While the message is about having more fun, the DOT thinks that by generating free posts it will pick up a free bounty of photos and videos on social media platforms.

To legitimise the plunder from social media fans, DOT says it will donate USD10 to the World Wide Fund for Nature under the name of each contributing tourist, a claim that would be difficult to verify independently and therefore suspect.

“When we think of fun, actually it started with the Boracay closure… we think of the fun, we can have, but at the same we protect the environment,” she told reporters, without explaining in practical terms projects that would aid protection and deliver fun at the same time.

Critics might suggest DOT is guilty of green washing and using the term sustainability in a cheap gimmick to create hits on its social media posts.

DOT assistant secretary for branding and marketing communications Howie Uyking, said the “Philippines is now riding the sustainability wave by striking a balance between development and conservation If anyone needs an example then look at Boracay, where progress has been made and Manila Bay rehabilitation.”

DOT undersecretary, Benito Bengzo, is optimistic the refreshed 2012 slogan will make the Philippines more competitive compared to other popular destinations in the region.

“We haven’t figured out the number of materials yet because right now, we’re just basing it on what we will generate from crowdsourcing,” he said.

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