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Wow Philippines

October 26, 2023

Wow Philippines (stylized as WOW Philippines) was a tourism marketing campaign used to promote tourism in the Philippines. The name of the campaign also served as its tagline.

Background edit

Then Department of Tourism secretary Richard Gordon conceptualized the tagline "Wow Philippines" himself in 2002. The government agency then has a limited budget allotted for advertising.[1] 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. This includes the coming up with promotional materials and the addition of "More than the Usual" as a sub slogan.[1] Also the "Wow" of the campaign slogan is meant to be capitalized which doubles as an acronym. The meaning of the acronym varies depending on the usage of the slogan according to the government agency. The following are some possible meanings given by the DOT are the following:[2]

  • Wealth of Wonders[4] - tourist attractions
  • Warm Over Winter[4] - beaches
  • Wild Over Water[4] - water-based adventures
  • Wacko Over Wildlife[4] - indigenous flora and fauna
  • Wear Our Wares[4]
  • Watch Our Whales[4]
  • Walk Our Walls[4] - Intramuros

Impact and legacy edit

From 2003 to 2005, several tourism campaigns were conceptualized which include "Biyahe Tayo" (Pfizer and Perceptions Inc.), "I Love Philippines Biyahe Na!" (Smart) and "Pilipino sa Turismo'y Aktibo" (Philippine Tourism Authority, ABS-CBN and Star Records). The following personalities from the entertainment and political field lent their popularity to promote tourism to mainstream audiences during that time:[5][6]


 
Sharon Cuneta
 
Ogie Alcasid
 
Rey Valera
 
Francis Magalona
 
Lea Salonga
 
Nina
 
Regine Velasquez
 
Gary Valenciano
 
Piolo Pascual
 
Vhong Navarro


Between 2007 and 2012, foreign visits in the Philippines increased from about 3 million to 4.27 million.[7] The campaign also generated 2800-4000 jobs.[8]

A remake of "Biyahe Tayo" was produced in 2011 and was re-titled as "Pilipinas, Tara Na!" and also had expanded lyrics with the addition of other artists including Pepe Smith, Zsa Zsa Padilla, Martin Nievera, Jaya, Kitchie Nadal, Kyla, Jay R, Billy Crawford, Aiza Seguerra, Nikki Gil, Yeng Constantino and Sam Concepcion among others, with additional spoken parts from Dolphy and Manny Pacquiao. A few of the artists were absorbed from the original version such as Gibbs, Alcasid, Jim Paredes and Boboy Garovillo (of the APO Hiking Society) and Villegas.[9]

Reception edit

In 2003, the Wow Philippines campaign was named as the Best Marketing Effort of a National Tourism Organization in the overall category in 2002 at the Internationale Tourismus Bourse.[2]

See also edit

References edit

  1. ^ a b "'Wow Philippines' not a failure, ex-DOT chief of staff says". ABS-CBN News. January 9, 2012. Retrieved May 24, 2016.
  2. ^ a b c Bulacan, Annabella (April 30, 2002). "'More than usual'". Manila Standard. Retrieved May 24, 2016.
  3. ^ Amaldo, Maria Stella (January 6, 2012). "'It's more fun in the Philippines' - Spread the word, says DOT". InterAksyon. Retrieved May 24, 2016.
  4. ^ a b c d e f g Turner, Yvette Reisinger, Lindsay (2003). Cross cultural behaviour in tourism : concepts and analysis (Repr. ed.). Oxford [u.a.]: Butterworth Heinemann. p. 20. ISBN 0750656689. Retrieved May 25, 2016.{{cite book}}: CS1 maint: multiple names: authors list (link)
  5. ^ . www.magicmic.com. Archived from the original on January 3, 2006. Retrieved February 22, 2022.
  6. ^ "Explore The Philippines, Music Video Tells Pinoys". The Manila Times. April 19, 2005. Retrieved May 24, 2022.
  7. ^ Shahani, Lila Ramos (September 20, 2015). "Tourism and its many paradoxes". The Philippine Star. Retrieved May 24, 2016.
  8. ^ Cruz, Reil; Bersales, Grace (2003). "Tourism as Political Platform:Residents' Perception of Tourism and Voting Behaviour". Cross-cultural Behaviour in Tourism: Concepts and Analysis. By Turner, Lindsay; Reisinger, Yvette (Repr. ed.). Oxford [u.a.]: Elsevier. ISBN 9780750656689. Retrieved May 24, 2016.
  9. ^ "57 artists perform for 'Pilipinas, Tara Na!' campaign". ABS-CBN Corporation. August 9, 2011. from the original on February 15, 2022.

External links edit

  • (Archived)

October 26, 2023
philippines, stylized, philippines, tourism, marketing, campaign, used, promote, tourism, philippines, name, campaign, also, served, tagline, contents, background, impact, legacy, reception, also, references, external, linksbackground, editthen, department, to. Wow Philippines stylized as WOW Philippines was a tourism marketing campaign used to promote tourism in the Philippines The name of the campaign also served as its tagline Contents 1 Background 2 Impact and legacy 3 Reception 4 See also 5 References 6 External linksBackground editThen Department of Tourism secretary Richard Gordon conceptualized the tagline Wow Philippines himself in 2002 The government agency then has a limited budget allotted for advertising 1 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 This includes the coming up with promotional materials and the addition of More than the Usual as a sub slogan 1 Also the Wow of the campaign slogan is meant to be capitalized which doubles as an acronym The meaning of the acronym varies depending on the usage of the slogan according to the government agency The following are some possible meanings given by the DOT are the following 2 Wealth of Wonders 4 tourist attractions Warm Over Winter 4 beaches Wild Over Water 4 water based adventures Wacko Over Wildlife 4 indigenous flora and fauna Wear Our Wares 4 Watch Our Whales 4 Walk Our Walls 4 IntramurosImpact and legacy editFrom 2003 to 2005 several tourism campaigns were conceptualized which include Biyahe Tayo Pfizer and Perceptions Inc I Love Philippines Biyahe Na Smart and Pilipino sa Turismo y Aktibo Philippine Tourism Authority ABS CBN and Star Records The following personalities from the entertainment and political field lent their popularity to promote tourism to mainstream audiences during that time 5 6 Freddie Aguilar Sharon Cuneta Ogie Alcasid Janno Gibbs Joey Ayala Rey Valera APO Hiking Society Jolina Magdangal Lea Salonga Jessa Zaragoza Francis Magalona Rico J Puno April Boy Regino Paolo Santos Nina John Lesaca Rico Blanco Jong Cuenco Mike Villegas Regine Velasquez Alcasid Gary Valenciano Jamie Rivera Ai Ai delas Alas Piolo Pascual Heart Evangelista Vhong Navarro Erik Santos Sheryn Regis Karel Marquez Frenchie Dy Raki Vega Ella May Saison Lito Camo Angelica Jones Sandwich Gloc 9 Akafellas Marinel Santos Dianne dela Fuente Maoui David Michelle Ayalde Aliyah Parcs Josh Santana Divo Bayer King Jonathan Badon Michael Cruz Johann Escanan Jericho Rosales speaking only Jiro Manio speaking only Roderick Paulate speaking only Kris Aquino speaking only Claudine Barretto speaking only Kuh Ledesma speaking only Charo Santos Concio speaking only Dolphy speaking only Robert Dean S Barbers speaking only Gloria Macapagal Arroyo speaking only Ted Failon speaking only nbsp Sharon Cuneta nbsp Ogie Alcasid nbsp Rey Valera nbsp Francis Magalona nbsp Lea Salonga nbsp Nina nbsp Regine Velasquez nbsp Gary Valenciano nbsp Piolo Pascual nbsp Vhong Navarro Between 2007 and 2012 foreign visits in the Philippines increased from about 3 million to 4 27 million 7 The campaign also generated 2800 4000 jobs 8 A remake of Biyahe Tayo was produced in 2011 and was re titled as Pilipinas Tara Na and also had expanded lyrics with the addition of other artists including Pepe Smith Zsa Zsa Padilla Martin Nievera Jaya Kitchie Nadal Kyla Jay R Billy Crawford Aiza Seguerra Nikki Gil Yeng Constantino and Sam Concepcion among others with additional spoken parts from Dolphy and Manny Pacquiao A few of the artists were absorbed from the original version such as Gibbs Alcasid Jim Paredes and Boboy Garovillo of the APO Hiking Society and Villegas 9 Reception editIn 2003 the Wow Philippines campaign was named as the Best Marketing Effort of a National Tourism Organization in the overall category in 2002 at the Internationale Tourismus Bourse 2 See also editPilipinas Kay GandaReferences edit a b Wow Philippines not a failure ex DOT chief of staff says ABS CBN News January 9 2012 Retrieved May 24 2016 a b c Bulacan Annabella April 30 2002 More than usual Manila Standard Retrieved May 24 2016 Amaldo Maria Stella January 6 2012 It s more fun in the Philippines Spread the word says DOT InterAksyon Retrieved May 24 2016 a b c d e f g Turner Yvette Reisinger Lindsay 2003 Cross cultural behaviour in tourism concepts and analysis Repr ed Oxford u a Butterworth Heinemann p 20 ISBN 0750656689 Retrieved May 25 2016 a href Template Cite book html title Template Cite book cite book a CS1 maint multiple names authors list link WOW Magic Sing Magic Microphone www magicmic com Archived from the original on January 3 2006 Retrieved February 22 2022 Explore The Philippines Music Video Tells Pinoys The Manila Times April 19 2005 Retrieved May 24 2022 Shahani Lila Ramos September 20 2015 Tourism and its many paradoxes The Philippine Star Retrieved May 24 2016 Cruz Reil Bersales Grace 2003 Tourism as Political Platform Residents Perception of Tourism and Voting Behaviour Cross cultural Behaviour in Tourism Concepts and Analysis By Turner Lindsay Reisinger Yvette Repr ed Oxford u a Elsevier ISBN 9780750656689 Retrieved May 24 2016 57 artists perform for Pilipinas Tara Na campaign ABS CBN Corporation August 9 2011 Archived from the original on February 15 2022 External links editOfficial website Archived Retrieved from https en wikipedia org w index php title Wow Philippines amp oldid 1178917920, wikipedia, wiki, book, books, library,

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