Wow Philippines (stylized as WOW Philippines) was a tourism

marketing campaign Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to empha ...

used to promote

Tourism in the Philippines Tourism is an important sector for Philippine economy. The travel and tourism industry contributed 5.2%% to the country's GDP in 2021; this was lower than the 12.7% recorded in 2019 prior to the COVID-19 lockdowns. The country is known for havi ...

. The name of the campaign also served as the

tagline In entertainment, a tagline (alternatively spelled tag line) is a short text which serves to clarify a thought for, or is designed with a form of, dramatic effect. Many tagline slogans are reiterated phrases associated with an individual, so ...

of the campaign.

Background

Then Department of Tourism secretary Richard Gordon conceptualized the tagline "Wow Philippines" himself in 2002. The government agency then has limited budget allotted for advertising. The promotional campaign was based on the 24-month Visit Philippines 2003 campaign by the

World Tourism Organization The World Tourism Organization (UNWTO) is the United Nations specialized agency entrusted with the promotion of responsible, sustainable and universally accessible tourism. Its headquarters are in Madrid, Spain. UNWTO is the leading internati ...

which aimed to encourage the

Filipino diaspora An overseas Filipino ( fil, Pilipino sa ibayong-dagat) is a person of full or partial Filipino origin—i.e., people who trace back their ancestry to the Philippines but living or residing outside the country. This term generally applies to b ...

to visit tourism sites in the Philippines. The Department of Tourism (DOT) then commissioned advertising firm BBDO Guerrero 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. 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: *Wealth of Wonders - tourist attractions *Warm Over Winter - beaches *Wild Over Water - water-based adventures *Wacko Over Wildlife - indigenous flora and fauna *Wear Our Wares *Watch Our Whales *Walk Our Walls -

Intramuros Intramuros (Latin for "inside the walls") is the historic walled area within the city of Manila, the capital of the Philippines. It is administered by the Intramuros Administration with the help of the city government of Manila. Present-day I ...

Impact and legacy

From 2003 to 2005, several tourism campaigns were conceptualized which include "Biyahe Tayo" (

Pfizer Pfizer Inc. ( ) is an American multinational pharmaceutical and biotechnology corporation headquartered on 42nd Street in Manhattan, New York City. The company was established in 1849 in New York by two German entrepreneurs, Charles Pfizer ...

and Perceptions Inc.), "I Love Philippines Biyahe Na!" (

Smart Smart or SMART may refer to: Arts and entertainment * ''Smart'' (Hey! Say! JUMP album), 2014 * Smart (Hotels.com), former mascot of Hotels.com * ''Smart'' (Sleeper album), 1995 debut album by Sleeper * ''SMart'', a children's television ser ...

) and "Pilipino sa Turismo'y Aktibo" (

Philippine Tourism Authority The Tourism Infrastructure and Enterprise Zone Authority (TIEZA), formerly the Philippine Tourism Authority ( fil, Pangasiwaang Pilipino sa Turismo), is an agency of the Philippine national government under the Department of Tourism responsibl ...

ABS-CBN ABS-CBN (an initialism of its two predecessors' names, Alto Broadcasting System and Chronicle Broadcasting Network) is a Television in the Philippines, Philippine Commercial broadcasting, commercial broadcast broadcast network, network tha ...

and

Star Records Star Music (stylized in lowercase as starmusic; formerly known as Star Records), is a record label in the Philippines owned and operated by media conglomerate ABS-CBN Corporation. It was formerly a separate company operating as a wholly owned su ...

). The following personalities from the entertainment and political field lent their popularity to promote tourism to mainstream audiences during that time: *

Freddie Aguilar Ferdinand Pascual Aguilar (born February 5, 1953), better known as Freddie Aguilar or Ka Freddie Aguilar, is a Filipino folk musician. He is best known for his rendition of " Bayan Ko", which became the anthem of the opposition against the regi ...

Sharon Cuneta Sharon Gamboa Cuneta-Pangilinan ( , ; born January 6, 1966) is a Filipino actress, singer, television host, and socialite. Regarded as one of the most successful and highest-earning individuals in the Philippine entertainment industry, she has ...

Ogie Alcasid Herminio Jose Lualhati "Ogie" Alcasid Jr. (; born August 27, 1967) is a Filipino singer-songwriter, television presenter, comedian, parodist, and actor. He is currently the President of OPM (Organisasyon ng Pilipinong Mang-Aawit). Early care ...

Janno Gibbs Janno Ronaldo Ilagan Gibbs (born September 16, 1969) is a singer-songwriter, actor, and comedian in the Philippines. He was a regular host of GMA Network television shows ''SOP Rules'', ''Nuts Entertainment'', ''Eat Bulaga!'', '' Kakasa Ka Ba ...

Joey Ayala José Íñigo Homer Lacambra Ayala (born June 1, 1956 in Bukidnon, Philippines), professionally known as Joey Ayala, is a Filipino singer, songwriter and former chairman of the music committee of the National Commission for Culture and the Arts. ...

Rey Valera Reynaldo Valera Guardiano, better known as Rey Valera (born 4 May 1954), is a Filipino singer, songwriter, music director, film scorer and television host. He wrote and produced songs that were recorded by various singers, most notably Sharon Cu ...

APO Hiking Society The Apolinario Mabini Hiking Society, later popularly known as APO Hiking Society, or simply APO, was a Filipino musical group and one of the pillars of Original Pilipino Music (Original Pilipino Music, OPM) composed of Danny Javier†, Jim Pa ...

Jolina Magdangal Maria Jolina Perez Magdangal-Escueta (; born November 6, 1978) is a Filipina singer, actress, television presenter, and entrepreneur. She is referred to in the Philippines as the Queen of Pinoy Popular Culture (or simply as Pop Icon) and is ...

Lea Salonga Maria Lea Carmen Imutan Salonga (; born February 22, 1971), known professionally as Lea Salonga, is a Filipino singer, actress, and columnist. Nicknamed "Pride of the Philippines," she is best known for her roles in musical theatre, for supplyin ...

Jessa Zaragoza Richelle Ann Mallari Loyola-Avanzado (born January 31, 1979), better known by her stage name Jessa Zaragoza, is a Filipina commercial model, singer and actress. She is known as the "Phenomenal Diva" and "Jukebox Queen of the 90s" for her first ...

Francis Magalona Francis Michael Durango Magalona (October 4, 1964 – March 6, 2009), also known by the moniker Francis M, was a Filipino rapper, singer, songwriter, entrepreneur, actor, and television personality. Born in Manila, He became a significant influ ...

Rico J. Puno Enrico de Jesus Puno (; February 13, 1953 – October 30, 2018), better known as Rico J. Puno (), was a Filipino singer, television host, actor, comedian and politician. He was considered as a music icon in the Philippines. He started the tren ...

April Boy Regino Dennis Magloyuan Regino (April 9, 1961 – November 29, 2020), known professionally as April Boy Regino (), was a Filipino singer, songwriter, and actor who popularized ballads such as "Paano ang Puso Ko", "Umiiyak ang Puso" and "Di Ko Kayang T ...

*Paolo Santos *

Nina Nina may refer to: * Nina (name), a feminine given name and surname Acronyms *National Iraqi News Agency, a news service in Iraq * Norwegian Institute for Nature Research, on the campus of Norwegian University of Science and Technology *No income, ...

*John Lesaca *

Rico Blanco Rico Rene Granados Blanco (born March 17, 1973) is a Filipino singer, songwriter, multi-instrumentalist, record producer, actor, endorser and entrepreneur. He began his career as one of the founding members, and served as the chief songwriter, ...

*Jong Cuenco *Mike Villegas *

Regine Velasquez-Alcasid Regina Encarnacion Ansong Velasquez ( ; born April 22, 1970) is a Filipina singer, actress, and record producer. She is considered one of the most influential figures in Philippine popular culture and is known for her vocal range and belting ...

Gary Valenciano Edgardo Jose Santiago Valenciano (, born August 6, 1964), also known as Gary V., is a Filipino singer-songwriter, dancer, musician, actor, music producer and television host. Valenciano has released 39 albums, and won the Awit Award for "Bes ...

Jamie Rivera Mary Jane Cruz-Mendoza (born August 29, 1966), known professionally as Jamie Rivera, is a pop singer from the Philippines and also known as the Inspirational Diva. Since her post-People Power Revolution, EDSA Revolution debut album ''Hey It's M ...

Ai-Ai delas Alas Martina Eileen Hernandez delas Alas-Sibayan (born November 11, 1964), known professionally as Ai-Ai delas Alas, is a Filipino actress and comedian. She is widely regarded as the country's "Queen of Comedy" for her comedic talent and best know ...

Piolo Pascual Piolo Jose Nonato Pascual (, born January 12, 1977) is a Filipino film and television actor, singer, model, and producer. Early life Piolo Jose Nonato Pascual was born on January 12, 1977, in Ospital ng Maynila Medical Center located in Malate ...

Heart Evangelista Love Marie Payawal Ongpauco (born February 14, 1985), known professionally as Heart Evangelista (, alternately ), is a Filipino actress, artist, businesswoman, and socialite. Early life Heart Evangelista was born as Love Marie Payawal Ongpau ...

Vhong Navarro Ferdinand Hipolito Navarro (born January 4, 1977), known professionally as Vhong Navarro, is a Filipino comedian, actor, dancer, recording artist and television host. He is a regular host on ABS-CBN's noontime variety show '' It's Showtime''. H ...

Erik Santos Rhoderick Ramos Santos (born October 10, 1982), more commonly known as Erik Santos, is a Filipino singer, actor, TV host, commercial model, and the first Grand Champion of the ABS-CBN singing competition '' Star in a Million Season 1'' in 2003. ...

* Sheryn Regis *

Karel Marquez Karla Ysabel Marquez-Fariñas (born December 21, 1986; Manila, Philippines), professionally known as Karel Marquez-Fariñas, is a Filipina actress, model, singer, and TV host who's currently signed under manager, Becky Aguila since July 2017. B ...

*Frenchie Dy *Raki Vega *

Ella May Saison Ella May Saison (also credited as Ella Mae Saison) is a Filipino people, Filipino singer referred as the original ''Philippine Queen of Soul''. Career Saison began her recording career at age 19. Prior to landing a recording contract, she was a s ...

Lito Camo Lito Camo (born March 12, 1972) is a Filipino singer, songwriter and actor. He is known for his novelty songs including "Bakit Papa? Tawag mo ako?", "Spaghetti Song", "Bulaklak", "Wowowee", "Boom Tarat Tarat" and "Otso-Otso." Lito Camo is a nat ...

Angelica Jones Angelica Banaag Alarva (born January 20, 1983), better known by her stage name Angelica Jones, is a singer, actress and politician in the Philippines. Also known as a singer who sang the novelty song "Miss Flawless". Personal life She was born ...

Sandwich A sandwich is a food typically consisting of vegetables, sliced cheese or meat, placed on or between slices of bread, or more generally any dish wherein bread serves as a container or wrapper for another food type. The sandwich began as a po ...

Gloc-9 Aristotle Condenuevo Pollisco (born October 18, 1977), known professionally as Gloc-9, is a Filipino rapper, singer, and songwriter. Regarded as one of the best Filipino rappers of all-time, his fast-flowing vocal style has made him one of th ...

*Akafellas *Marinel Santos *

Dianne dela Fuente Dianne dela Fuente is a Filipino actress and singer. Life and career Dianne dela Fuente was born ''Diana Soberano Manlosa'' to parents Celia and Filemon. She has four siblings: Ronan, Sonia, Filemon III and Marlo. Dianne dela Fuente made her tel ...

*Maoui David *Michelle Ayalde *Aliyah Parcs *

Josh Santana Michael Alexander Alvarez Pamular, better known by his stage name Josh Santana (born 18 June 1983), is a Filipino former television actor and singer. Early life Santana was born on 18 June 1983 in Metro Manila, Philippines to Spanish-Filipino p ...

*Divo Bayer *

King King is the title given to a male monarch in a variety of contexts. The female equivalent is queen, which title is also given to the consort of a king. *In the context of prehistory, antiquity and contemporary indigenous peoples, the tit ...

*Jonathan Badon *Michael Cruz *Johann Escanan *

Jericho Rosales Jericho Vibar Rosales (; born September 21, 1979), also known as Echo, is a Filipino actor. He is currently a freelance actor. Primarily a film and television actor, he is known by his stage name "Echo" cousin of Jefferson C. Rosales. He beg ...

(speaking only) *

Jiro Manio Jiro Manio (born , 9 May 1992) is a Filipino actor who started acting at the age of seven in the film ''Pamana'' in 1999. Early life and education Manio was born to a Filipina mother Joylene Santos (died August 8, 2006) and Japanese father . ...

(speaking only) *

Roderick Paulate Roderick Mendenilla Paulate (, born April 4, 1960) is a Filipino former actor, TV host, comedian and politician. Paulate had previously hosted TV shows like ''Vilma On 7'', ''Tonight With Dick & Carmi'', ''Magandang Tanghali Bayan'', and ''The ...

(speaking only) *

Kris Aquino Kristina Bernadette Cojuangco Aquino (born February 14, 1971), professionally known as Kris Aquino (), is a Filipino television host, actress, producer, socialite and businesswoman. Dubbed as Philippine's "Queen of All Media", Aquino has hos ...

(speaking only) *

Claudine Barretto Claudine Margaret Castelo Barretto (; born July 20, 1979) is a Filipino actress, singer, and entrepreneur. Popularly dubbed as “''The'' ''Optimum Star''” by various media outlets, Barretto has won 3 FAMAS Award including 2 Best Actress w ...

(speaking only) *

Kuh Ledesma Maria Socorro "Kuh" Hashim Ledesma (born March 16, 1955) is a Filipino singer and actress. Born in Manila, Philippines with a Lebanese lineage and Ilonggo parents, she moved to Bacolod for college where she met some of her future Music and Magi ...

(speaking only) *

Charo Santos-Concio María Rosario Navarro Santos-Concio (born October 27, 1955), popularly known as Charo Santos-Concio or simply Charo Santos (), is a Filipino people, Filipino media executive and actress. She is the host of ''Maalaala Mo Kaya'', the longest-runni ...

(speaking only) *

Dolphy Rodolfo Vera Quizon Sr. (; July 25, 1928 – July 10, 2012), better known by his stage names Dolphy, Pidol, and Golay, was a Filipino comedian and actor. He is widely regarded as the country's "King of Comedy" for his comedic talent embodied ...

(speaking only) *Robert Dean S. Barbers (speaking only) *

Gloria Macapagal Arroyo Maria Gloria Macaraeg Macapagal Arroyo (, born April 5, 1947), often referred to by her initials GMA, is a Filipino academic and politician serving as one of the Deputy Speaker of the House of Representatives of the Philippines, House Deputy Spe ...

(speaking only) *

Ted Failon Mario Teodoro Failon Etong (; born March 29, 1962), popularly known as Ted Failon, is a multi-awarded Filipino broadcast journalist both on radio and television. He also served as a representative of the 1st district of Leyte from 2001 to 2004 ...

(speaking only) Between 2007 and 2012, foreign visits in the Philippines increased from about 3 million to 4.27 million. The campaign also generated 2800-4000 jobs. 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 Joseph William Feliciano Smith (December 25, 1947 – January 28, 2019) was a Filipino-American singer-songwriter, drummer and guitarist. Known by his stage names Joey Smith and Pepe Smith, he gained prominence as drummer / lead vocalist of Spe ...

, Zsa Zsa Padilla,

Martin Nievera Martin Ramon Razon Nievera (; born February5, 1962) is a Filipino-American singer and television host. In his career spanning more than three decades, Nievera has garnered eighteen platinum, five double platinum, three triple platinum, and one ...

, Jaya,

Kitchie Nadal Anna Katrina Dumilon Nadal-López (born September 16, 1980) is a Filipina singer-songwriter who was formerly the lead vocalist for the alternative rock band, Mojofly. Her popularity in the female OPM niche grew after she released a self-tit ...

Kyla Kyla may refer to: *Kyla (given name), including a list of people with the name ** Kyla (Filipino singer) (born 1981), Filipino R&B singer **Kyla (British singer) Kyla Reid ( Smith; born 22 September 1983) is a British house music singer in the ...

Jay R Gaudencio Sillona III (born February 1, 1981), known professionally as Jay R, is a Filipino-AmericanRicky Lo (April 11, 2004)Jay R: The Heart of The Hunk, ''The Philippine Star'' singer, songwriter, record producer, actor and model. In 2003, he ...

Billy Crawford Billy Joe Ledesma Crawford (born May 16, 1982) is a Filipino actor, musician, singer, dancer, comedian and television host who released 7 studio albums and has had a number of singles, notably " Trackin'", " When You Think About Me" (a remake o ...

Aiza Seguerra Cariza "Ice" Yamson Seguerra (born September 17, 1983), formerly and still known professionally as Aiza Seguerra, is a Filipino actor, singer-songwriter, director and guitarist. Initially coming out as a lesbian in 2007, Seguerra now identifies ...

Nikki Gil Monica Pauline "Nikki" Santos Gil-Albert (; born August 23, 1987) is a Filipino singer, actress, host, model, and video jockey. She is known for being part of the afternoon remake of '' Carlo J. Caparas' Pieta'' (2008–2009) and, in 2009, for ...

Yeng Constantino Josephine Eusebio Constantino-Asuncion (born December 4, 1988), professionally known as Yeng Constantino, is a Filipino pop rock singer-songwriter, occasional actress and host. She is referred to as the ''Philippines Pop Rock Royalty'' and ...

and

Sam Concepcion Samuel Lawrence Lopez Concepcion (born October 17, 1992) is a Filipino singer, dancer, actor, VJ and host. Concepcion emerged as the winner for the Big Division of the first season of ''Little Big Star'' in April 2006. Concepcion currently h ...

among others, with additional spoken parts from

and

Manny Pacquiao Emmanuel Dapidran Pacquiao Sr. (; born December17, 1978) is a Filipino politician and former professional boxer. Nicknamed "PacMan", he is regarded as one of the greatest professional boxers of all time. He served as a Senator of the Philip ...

. A few of the artists were absorbed from the original version such as Gibbs, Alcasid,

Jim Paredes Jaime Ramon Misa Paredes, better known simply as Jim Paredes (), is a Filipino singer, composer, television host, writer and actor. He is known as one of the members of popular musical trio APO Hiking Society (along with Danny Javier and Boboy G ...

and

Boboy Garovillo Jose Teves Garrovillo Jr. (born in Dipolog, Zamboanga del Norte) Better simply known as Boboy Garrovillo, is a Filipino singer, composer, television host, and actor. He is known as one of the members of the popular musical trio APO Hiking Societ ...

(of the APO Hiking Society) and Villegas.https://news.abs-cbn.com/lifestyle/08/09/11/57-artists-perform-pilipinas-tara-na-campaign

Reception

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.

References

External links

*{{Official Website, https://web.archive.org/web/20041127074435/http://www.wowphilippines.com.ph/ (Archived) 2002 in the Philippines Tourism campaigns Filipino advertising slogans 2002 neologisms Department of Tourism (Philippines)

Background

Impact and legacy

Reception

See also

References

External links