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Philippine senators urge tourism department to stick with one marketing slogan
The push came during a departmental budget hearing, where a senator advised against starting over with a new campaign.
Philippine senators urged the Department of Tourism to maintain a single, consistent international marketing campaign to build long term recognition, according to an SCMP Economy account of a Philippine Star report.
During a departmental budget hearing on Monday, newly appointed Tourism Secretary Dita Angara-Mathay was asked about her plans for the current slogan, “Love the Philippines,” and Senate finance subcommittee chairman Erwin Tulfo suggested keeping the slogan rather than restarting the branding effort.
The senators also pointed to Malaysia’s long running tourism marketing approach, including the “Truly Asia” tagline, as an example of how continuity can help international awareness.