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The promotional campaign was based on the 24-month Visit Philippines 2003 campaign by the World Tourism Organization which aimed to encourage the Filipino diaspora to visit tourism sites in the Philippines. [2] The Department of Tourism (DOT) then commissioned advertising firm BBDO Guerrero [3] for the implementation of the campaign.
In 1956, the Board of Travel and Tourist Industry was created by Congress as stipulated in the Integrated Reorganization Plan. In 1972, sanctioned as law under Presidential Decree No. 2, as amended, the Department of Trade and Tourism was established, reorganizing the then Department of Commerce and Industry.
The tourism agency selected BBDO Guerrero once again over three other agencies for the brand refresh. BBDO Guerero unveiled a new logo for the campaign. The campaign relied heavily on the use of social media. [5] The campaign was replaced by "Love the Philippines" campaign in June 2023. [6]
Launched in 2010, it replaced the WOW Philippines campaign that was launched in 2002. The tourism slogan and the associated logo used for the campaign were controversial and received mostly negative reception from the Filipino public, even leading to the resignation of the country's then-Tourism Secretary, Alberto Lim .
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The travel and tourism industry contributed 8.6% to the country's GDP in 2023; [1] this was lower than the 12.7% recorded in 2019 prior to the COVID-19 lockdowns. [2] Coastal tourism, encompassing beach and diving activities, constitutes 25% of the Philippines' tourism revenue, serving as its primary income source in the sector. [3]
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