Updated 16:03 PM PHT Thu, January 26, 2017
Metro Manila (CNN Philippines) — The Department of Tourism (DOT) on Wednesday unveiled its first promotional video under the new administration, which retained the "It's More Fun in the Philippines" campaign.
The minute-long clip shot by the Enchanted River in Hinatuan, Surigao is entitled "Anak."
It features model Jack Ellis as a foreign traveler who is offered food by a motherly-looking Filipina who calls him "Anak [my child]." He then asks his guide what the word means and when given the answer, gets a glimpse of Filipino hospitality and warmth.
"Anak" is the first of a series of video campaigns that will be shown locally and abroad.
In a press conference Thursday, Tourism Secretary Wanda Teo said upgrading the "It's More Fun in the Philippines" campaign meant answer the question "Why is it more fun in the Philippines?"
One answer, she said, is the warmth and hospitality of the Filipino.
Teo said they considered changing the campaign, first launched successfully in 2012, but decided not to, after a conversation with UN World Tourism Organization Secretary General Taleb D. Rifai.
"He said, 'You just level it up but retain the It's More Fun in the Philippines, but it should answer the question Why is it more fun in the Philippines?... Focus on the traits on the Filipino.'"
Teo said it was the people that made the country different and they should be showcased in the ramped-up campaign.
Teo notes that the budget left by the previous administration of ₱650 million would cover the production of more TV and print advertisements to be released throughout the year.
The new campaign video was produced by McCann Worldgroup Philippines.