The Department of Tourism (DOT) unveiled yesterday a revamped “It’s More Fun in the Philippines” campaign, bringing to the fore their advocacies to raise awareness on “the ecological footprint, cultures, and experiences” consumed by travelers. But the campaign launch went beyond the usual new video display with DOT’s introduction of a new “tourism font” inspired by local and hand-painted signs.

Tourism Secretary Bernadette Romulo-Puyat said during the campaign launch that they felt the need to “repurpose the word ‘fun,'” and they’re starting with a new look.

After gathering reviews, photos, and videos from millions of travelers and observing the activities and places that, according to tourists, make the Philippines “more fun,” Puyat and her team found out that more and more travelers are conscious about their ecological footprint. “[They’re interested in] the cultures and experiences they are consuming and simply want to know how they can give back.”

This inspired them to focus on what’s apparent in the local production scene both inside and outside Metro Manila, which led them to the street signs.

“Signs from streets to sandy beaches, hand-painted in an exact individual style, inspired our new tourism font called Barabara,” the campaign video read.

The new “Barabara” font, which replaced the old “Harabara,” resembles the hand lettering signs we on every local shop and vehicles inside and outside Metro Manila—from sari-sari stores to jeepney signboards and from beach logos and balangay boards. You can download the interesting font here.

The change in font also came hand in hand with the redesigned logo, which dropped the familiar and boldly-colored banig. It was replaced with a minimalist woven (somehow similar to a hashtag) symbol of the flag colors.

The campaign “It’s More Fun in the Philippines” was conceptualized in 2012 under former Tourism Secretary Ramon Jimenez. Puyat said they are keen on retaining the campaign since “it works. The Philippines already fully embraced the hashtag, and we made it our own.” In a report by Inquirer.net, a record-high 7.1 million rise in tourism arrivals has been observed since the slogan was used seven years ago.

Despite the many tourist destinations under rehabilitation, Puyat remains confident that tourism will still boost—even eyeing that the country would hit 8.2 million arrivals this year.

Header image courtesy of the Department of Tourism

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