It replaces the iconic ‘It’s More Fun in the Philippines,’ which has been used for more than a decade.
“It is not a mere branding campaign, but rather a call to action to every Filipino to remember the beauty of our country,” said Tourism Secretary Christina Frasco.
“Love the Philippines is a recognition of our natural assets, storied history and rich culture.”
The country has ‘so much more to offer in addition to fun.’
“Brand enhancement is imperative to stay competitive and relevant.”
The previous campaign’s custom-made type font will be retained.
It is the font used on jeepneys.
“We will continue to market the Philippines as fun but we will also articulate that the Philippines has so much more,” Frasco added.
Tags: Christina Frasco, Tourism, Love the Philippines, Philippines’ Department of Tourism
