MANILA, Philippines (The Adobo Chronicles, Manila Bureau) – Advertising company McCann Worldgroup Philippines will be in charge of crafting the new tourism campaign of the country, the Department of Tourism (DOT) said over the weekend.
Tourism undersecretary for advocacy and public affairs Katherine de Castro said the P650-million contract with McCann, which won the bid to be the advertising and promotions partner of the DOT for one year, includes the production and positioning of marketing materials, as well as the formulation of a new tourism slogan.
The Adobo Chronicles spoke with a McCann spokesperson who informed us that the slogan selected for the 2017 tourism year is a take-off from the previous “It’s More Fun in the Philippines.”
The new slogan is “More Fun in P.I.”
P.I. of course stands for Philippine Islands (although the country is now known by the acronym of ‘PH.’)
But it also stands for ‘P*tang Ina’ (Son of a Whore), the cuss words often heard from President Rodrigo Roa Duterte in his speeches and interviews.
“President Duterte’s rhetoric and cussing have put the Philippines on the world map and we would like to capitalize on that,” the McCann spokesperson said.
He added: “Why reinvent the wheel when we can just tweak it to reflect the current situation in the Philippines?”