8/12/2019 The WOW Philippines Campaign

http://slidepdf.com/reader/full/the-wow-philippines-campaign 1/4

  11/18/2013 8:59:00 AM 

The WOW Philippines Campaign

Primary goal was to revitalize Philippine tourism and to set it off from

negative images.

Severe Acute Respiratory Syndrom (SARS)

Philippines tourism took a noticeable shift from a local centric stance to an

internationally-accomodating one.

Compete against its Southeast Asian neighbours: “Uniquely Singapore”,

 “Amazing Thailand”, and “Malaysia Truly Asia”. 

The Research 

Q1. How the overall images of the Philippines is established and

maintained, as issues of national identity are still very debatable issues

up to now (Local politic identity)

Q2. How the cosomopolitan world affects tourism stratetegies of the

government-sanctioned authority (i.e DOT).

Q3. Discourse analysis of the tourism strategies of the DOT website and

specifically describe how the DOT market the Philippines as a natioan.

  Cosmopolitan: “Cultural disposition involving an intellectual andaesthetic stance of „openness‟ towards people, places and

experiences from different culture, especially those from

different nation which make “people conceive of the world as a

whole, and of distant places as essentially reachable

(Szerszynsky and Urry)

Philippine tourism sustains its robust performance as foreign visitor

arrivals to country hike up to 10.12% increase from the same period in

2012. For the first four months of the year, Korea has contributed the

largest arrivals with 406,595 visotors, keeping its undisputed pole

position with the biggest market share of 24.65% to the inbound traffic

and double-digit growth of 23.08%.

This growth is an affirmation of the branding campaign and destination

development activities, strengthened by partnership with the various

stakeholders. While the upsurge may primarily be attributed to the

summer season, it is also a clear indication that the nation has galvanized

8/12/2019 The WOW Philippines Campaign

http://slidepdf.com/reader/full/the-wow-philippines-campaign 2/4

its reputation as an attractive destination. The branding campaign “It is

more fun in Philippine, aided by the government and Department of

Tourism (DOT) has position the country as a fun place for the tourist

despite many negative perception about the country image.

Acknowledging the concerns and highlighting efforts to positively respond

to them bolster credibility, particularly in periods such as the past few

weeks in the Philippines where the only new making it out of the country

to international audiences has been about the horrible tragedy of Typhoon

Haiyen, the kidnapping of an Australian national by terrorist, and

earthquake at Bohol that taken in Bohol that happened recently.

Introduce a brand such as “It‟s More Fun in The Philippines” portrays a

country which is either unconcerned about or unaware of its ownproblems.

8/12/2019 The WOW Philippines Campaign

http://slidepdf.com/reader/full/the-wow-philippines-campaign 3/4

8/12/2019 The WOW Philippines Campaign

http://slidepdf.com/reader/full/the-wow-philippines-campaign 4/4

  11/18/2013 8:59:00 AM