The Department of Tourism (DOT) said its London ad, “We give the world our best,” is a country branding campaign meant to honor overseas Filipino workers (OFW) abroad.
Tourism chief Christina Frasco said the new Philippine tourism slogan would be aligned with the campaign but did not directly confirm if it will follow the same exact line.
“We will enhance the existing slogan in consultation with our stakeholders, and we will make sure it is perfectly aligned with the country branding for the Philippines, that is ‘we give the world our best,’” she explained.
The ad campaign “We give the world our best— The Philippines” was first launched in the United Kingdom. Frasco said it was a Malacañang initiative executed by the Office of the Presidential Adviser for Creative Communications Secretary Paul Soriano to present the world the best that the Philippines can offer and to honor the OFWs.
Frasco said the branding also “serves the purpose of attracting tourists” as it shows that the Philippines puts its “best foot forward as a country.”
“To my mind, it honors OFWs and their hard work and the fact of the excellence and service that they have to present to the world on one hand, and on the other hand, it’s also aspirational here now that we state we do give our best in everything we do, especially in terms of tourism,” she said.
“So, I don’t see a disconnect. I see only an opportunity for alignment with the country branding,” she added. Earlier she said DOT will release the “enhanced” tourism slogan mid-2023, which will reflect the “best of the best of the Philippines and the Filipino brand to the world”.
The country currently uses the tagline It’s More Fun in the Philippines, which replaced the WOW Philippines campaign in 2012. Earlier, May Parsons, the Filipino-British nurse who administered the first Covid-19 vaccine shot outside clinical trials, shared photos of red buses bearing the ad.