No longer just for ‘fun’: DOT launches new ‘Love the...

into consideration “everything that we’ve been through,” referring to the COVID-19 pandemic. “We must evolve and we must move on taking into consideration everything that we have been through,” Frasco said.

“So, the Philippines will continue to be fun. But now also it will have a very substantial approach to its branding campaign,” she added.

‘Change in traveler preference’

In a presentation, Marie Adriano, marketing firm DDB Group Philippines’ brand and strategic planner, cited that there was a change in the preference of travelers who are now going beyond leisure.

Adriano said that given this shift, “brand enhancement is imperative to stay competitive and relevant.”

She said the group conducted social listening that showed the change in travelers’ associations with the Philippines.

“Love is the positive theme they associate with our country, frequently mentioned in high volumes globally,” Adriano cited.

“And while fun remains a positive thing and certainly part of the Pinoy DNA, there’s less volume of mentions,” she added, explaining the new enhanced by McCann Worldgroup Philippines. However, we underscore that there has never been any intention to copy others’ creative work,” it said.

Fast forward to 2023, the DOT once again made headlines after a campaign featuring Filipina nurse May Parsons, with the tagline “We give the world our best,” was spotted in the United Kingdom and went viral.