The Department of Tourism (DOT) launched a fresh look of its tourism campaign “It’s More Fun in the Philippines.”
A new custom-made font, called Barabara, was launched alongside DOT’s new tourism logo. The font is inspired by hand-painted lettering seen on jeepneys. It has 27 characters and local symbols, and it replaces the old font called Harabara.
Meanwhile, the new logo of the Department of Tourism was inspired by local woven textiles which is considered as the “core of a fresh graphic identity system that symbolizes a fun, contemporary, and more sustainable tourism offering.”
During the launch held at the National Museum of Natural History in Manila on Monday, February 18, DOT Secretary Bernadette Romulo-Puyat said that the department is starting 2019 with refreshed and renewed “It’s more fun in the Philippines” campaign.
“We are coming into 2019 with a renewed and refreshed sense of purpose, with more and more travelers conscious of their ecological footprint, the cultures, and experiences they are consuming, and wanting to know how they can give back. The time is ripe for a repurposing of the word fun. After all, working with what we already have is the essence of this building,” Sec. Romulo-Puyat said.
“The new campaign is grounded in sustainability – zero commissioned footage equals a smaller carbon footprint. Instead, the supplied images were recognized through contributions made towards the preservation of the Philippines’ natural resources,” she added.
The DOT secretary also revealed that the images, footage, and reviews used for the new campaign drive are the ones shared by the tourists online.
“It’s a 100-percent crowd-sourced campaign made entirely by people who have experienced firsthand why it’s more fun in the Philippines,” she said.
The department encourages Filipinos and foreigners who visited the country to share more of their photos, videos, and reasons why they love the Philippines with the hashtag #ItsMoreFunInThePhilippines online.
The Barabara font is now downloadable for public in DOT’s campaign website www.itsmorefuninthephilippines.com.
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