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Wow Philippines (stylized as WOW Philippines) was a tourism marketing campaign used to promote tourism in the Philippines from 2002 to 2012. The name of the campaign also served as its tagline . Background
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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In 2003, the Department of Tourism initiated one of its most successful tourism promotion projects, Wow Philippines, under Secretary Richard Gordon. [citation needed] The latest improvements [clarification needed] in the tourism industry in the country came about with the passage of Republic Act No. 9593 or the "Tourism Act of 2009." [citation ...
Gordon's flagship marketing campaign "Wow Philippines" earned recognition from the ITB Berlin tourism trade fair in 2001 and 2002. Gordon was elected Commissioner for East Asia and the Pacific at the World Tourism Organization in 2002 and chairman of the Pacific Asia Travel Association in 2003.
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]
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Grey Group acquires a majority stake in Campaigns & Grey in the Philippines. In August 2011, WPP announced that its wholly owned operating company Grey, the global advertising network of Grey Group, agreed to acquire further shares in the capital of Campaigns and Grey Inc. Grey has held a minority stake in C&G since 1994 and on completion will hold a majority of the shares.