MANILA -- The Department of Tourism (DOT) is planning to drop the “Wow, Philippines” label to focus on promotions through new media.

At a Senate hearing for the DOT budget, Tourism Undersecretary Vicente Romano III said the department would scrap the “Wow, Philippines” brand launched by then DOT Secretary Richard Gordon in the early 2000s.

Although the campaign was very successful, he said it is time to tap for a new brand that will allow the DOT to promote new products to tourists.

The plan was based on the re-branding of the Singapore Tourism Board that resulted in an immediate increase of tourist arrivals to Singapore.

Romano said the DOT hired Campaigns and Grey ad agency to come up with a new tourism format that will be launched in November.

Tourism Secretary Alberto Lim meanwhile said his department is shifting its marketing focus to online promotions.

He said that most tourists now look for holiday destinations on the Internet and use online services to book their travels.

He said around P100 million of its budget will be used for online campaigns.(Jonathan de Santos/Sunnex)