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New Department of Tourism DOT Slogan Philippines Archipelajoy Running. It’s More fun in the Philippines. #ItsMoreFunInThePhilippines

September 8, 2011


UPDATED January 07, 2012

I’m honestly not a 100% happy with the new Philippine Tourism slogan that was unveiled with much hullabaloo yesterday. At any rate, I’ll do my part. After all, the slogan may fail in a lot of “branding guidelines,” but “it’s still really more fun in the Philippines.”

Anyhoo, here’s my own rendition of the concept which I am utilizing for Given the site is getting a considerable number of traffic from outside the Philippines for some reason although it is barely 2 months old, who knows, maybe one or two of these runners would want to come to the Philippines after seeing this.



September 08, 2011 According to this news article from, “A new branding campaign to sell the Philippines to the world is in the works and will be ready before Christmas.” However, if you’re just like me who’s very keen on what the new Tourism Secretary Ramon Jimenez could offer to the country, you wouldn’t take his statement below lightly at all: How to sell the beauty of the Philippines to the world is very much in the mind of newly appointed Tourism Secretary Ramon Reyes Jimenez Jr. who—the ad man that he is—said on Thursday that it “should be as easy to sell as Chickenjoy.”

In the spirit of crowdsourcing, plain lousy humor, and the Philippine Holiday Season, I present my humble ideas/ad studies based on Secretary Jimenez’ interesting “branding comparison” on how we can visually promote the 7,107 islands domestically and, perhaps, internationally. Just to be clear, I’m not that serious with this. Hehehe. I just initially wanted to see how the execution would look like should the “Jollibee Angle” really stick in the minds and hearts of the Filipinos, who, I believe, is the main target market of this Administration’s tourism efforts for some reason we all have yet to comprehend. At any rate, here goes nothing…. If the Bee sold billions and billions of chicken breasts and legs and wings worldwide (oops, wrong fastfood chain!) well maybe this is enough to mobilize all of us Filipinos who have yet to see the remaining 99.99% of the archipelago in our entire lifetime. I come with this idea fresh from my Baguio trip with the sheer excitement of exploring Bicol, Naga, and Masbate in 2 weeks time for work and, if chance and God would allow, also participating in the 2011 CamSur Marathon. I wish the Department of Tourism have better ideas than my mind and my humble Adobe Photoshop skills could ever conceive. #PilipinasTaraNa! #HelpDOT!

28 Comments leave one →
  1. October 7, 2011 7:04 am

    Hahaha parang Jollibee talaga…. Diba may ganyan naman talaga na design?Yung may mga fries at spaghetti sa wall?

  2. Teng permalink
    October 9, 2011 8:00 am

    Philippines – Your best friend in Asia!
    Glorious and wonderful Philippines!
    Come to the Philippines and be with the happiest people in Asia!
    Enjoy and have fun in the many splendor of the Philippines!
    Hidden treasure in Asia – Philippines!
    You made the right choice – Philippines!
    Loving yourself means coming to the Philippines

  3. October 9, 2011 9:34 am

    Nice suggestions….

  4. Kenn Valero permalink
    November 10, 2011 7:31 am

    why not T.A.S.T.E. Philippines – Try the Awesome and Savvy Tourism Experience…TASTE the FLAVORS of the Philippines…….F – Fantastic Festivals/Fiestas & traditions, L – Lovable and happy people, A – Alluring tourist spots and leisure destinations, V – Vibrant arts and culture, O – Outrageous foods & adventures, R – Rich history & heritage, S – Spectacular entertainment.

  5. Kenn Valero permalink
    November 10, 2011 7:35 am

    or HapPINAS….Happy Pilipinas! – experience a one-of-a-kind and extraordinary complete happiness in the Philippines…:)

  6. Kenn Valero permalink
    November 10, 2011 7:48 am

    CRAVING? Satisfy it by TASTING the FLAVORS of the Philippines!…

  7. Kenn Valero permalink
    November 10, 2011 7:50 am

    T.A.S.T.E. Philippines: the true Asian FLAVORS….

  8. Kenn Valero permalink
    November 10, 2011 7:55 am

    isn’t it DELICIOUS? SAVOR it with the FLAVORS of the Philippines!…

  9. Kenn Valero permalink
    November 10, 2011 7:56 am

    MOUTHWATERING? TASTE Philippines!…

  10. Kenn Valero permalink
    November 10, 2011 7:58 am

    HUNGRY! Have a full-packed EXPERIENCE….TASTE Philippines!….

  11. Kenn Valero permalink
    November 10, 2011 8:00 am

    STARVING? have a TOUR-ALL-YOU-CAN…visit and TASTE Philippines!…

  12. Kenn Valero permalink
    November 10, 2011 8:03 am

    isn’t it YUMMY? make it YUMMIER by adding some true Asian FLAVORS….TASTE Philippines!…

  13. Kenn Valero permalink
    November 10, 2011 8:47 am

    more DELICIOUS than Mabuhay
    TASTIER than Wow
    more FLAVORFUL than Best
    YUMMIER than Kay Ganda
    more MOUTHWATERING than Tara Na
    SAVVIER than Choose

    TASTE Philippines: the authentic FLAVORS of ASIA

  14. Kenn Valero permalink
    November 10, 2011 8:53 am

    SERVING your PALATE….TASTE Philippines!….

  15. Kenn Valero permalink
    November 10, 2011 8:56 am

    TASTE 7107+

  16. Kenn Valero permalink
    November 10, 2011 8:57 am

    TASTE the 7,107+ WAYS….only in the PHILIPPINES…..

  17. Kenn Valero permalink
    November 10, 2011 9:01 am

    T.A.S.T.E. Philippines: the authentic FLAVORS of Asia…
    Let’s TASTE the 7,107+ WAYS….

  18. Kenn Valero permalink
    November 10, 2011 9:06 am

    taste (tst)
    v. tast·ed, tast·ing, tastes
    1. To distinguish the flavor of by taking into the mouth.
    2. To eat or drink a small quantity of.
    3. To partake of, especially for the first time; experience.
    4. To perceive as if by the sense of taste.
    5. Archaic To appreciate or enjoy.
    1. To distinguish flavors in the mouth.
    2. To have a distinct flavor: The stew tastes salty.
    3. To eat or drink a small amount.
    4. To have experience or enjoyment; partake: tasted of the life of the very rich.

  19. Mykk permalink
    November 16, 2011 6:35 pm

    I guess we cannot stick on the idea promoting the Philippines for something Asian… for all we know… we are more westernized than any other southeast Asian countries… if we do, Europeans are better off going to our Asian counterparts. Let’s face it, European tourists won’t be astonished with our old baroque churches, for they got more decent churches than what we can offer… (I’m sorry)… Somehow I believe we still have those which we can be proud of including those which are listed in the UNESCO heritage sites. Even Americans won’t bite our food preferences, I should know for I often stumble upon forums where foreign tourists visited the Philippines sharing their experiences finding out Thai, Malaysian and Indonesian food, their taste and preparations are way beyond better and more Asian than ours. We have the best Filipino cuisine, I know, but they often say those are rather expensive than quality great tasting street foods in Thailand and Singapore… not to mention the all time availability. With this observation, It’s a better idea to sell and promote our western culture to the right audience– to our Asian neighbors like Korea, Japan, China, Singapore and the likes… to experience Europe in this part of Asia— that is… The Philippines (my humble country and yours). I’m sure, for what they have common, i.e. Asian architecture such as pagodas and Buddhist Temples, they would definitely would want to see something different— now offer Intramuros and Vigan! So what now for the European tourists?…here… the best way to promote the Philippines is to focus on trekking and spelunking, water sports such as surfing, scuba diving and white water kayaking just like what CamSur is doing… and that’s the reason why they are successful in attracting tourists… check it’s arrival rate just in 2011 to believe! ^^

  20. Mykk permalink
    November 16, 2011 6:47 pm

    I stated my post… I would suggest to promote the Philippines as a hidden haven, exotic, paradise… a mecca of water sports… in a journey they will never forget… to experience the warmth and the smile of every Filipino… that’s epic! “Smile! Philippines, the Island Paradise!”

  21. Kenn Valero permalink
    November 17, 2011 6:21 am

    o edi ganito na lang po siguro…T.A.S.T.E. Philippines: the authentic Western and Eastern FLAVORS from the heart of ASIA….Let’s TASTE the 7,107+ WAYS (just my point of view)

  22. Kenn Valero permalink
    November 17, 2011 6:26 am

    sorry but i guess, ndi mo masyadong na-analyzed what have i written here…..i suggest you to make a back read on what T.A.S.T.E. stands for and what F.L.A.V.O.R.S. either……thanks but i bet I’ve came up with a catchy, unique and good one, tapping all the Philippines has to offer…..:)

  23. Kenn Valero permalink
    November 17, 2011 6:34 am

    it’s not only the ‘FOODS’ what am i talking about nor the ‘CHURCHES’ or whatsoever… for me, what I’ve suggested is like a BENTO meal, it’s COMPLETE….I’m not against with your opinion/observations….

  24. johnson uy permalink
    January 4, 2012 2:53 pm

    Archipelajoy ba ang new DOT slogan? Eto ba?

  25. nem permalink
    January 8, 2012 10:13 am

    hehehe funny naman ng pic ng mga lolo!

  26. February 2, 2012 7:55 am

    i suggest let us support the brand name that the DOT has offered. make us happy and be united as Filipino citizens of this country


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