Philippine Department of Tourism’s new campaign

A few years ago the Department of Tourism (DOT) started the “WOW Philippines!” campaign. Remember that? The website with all the images of fish and Filipinos with wet hair? This year its “Awesome Philippines!” Totally hella gnarly!

This year they did away with the Filipinos with wet hair and added photos of people from Iceland surfing, scuba diving, and doing other cool things in water. Why Iceland? Because its cold there and they want to take a vacation.

I like how the site is simpler and aiming toward the bootstrapped adventurer rather than the average mainstream tourist. As a matter of fact, they are appealing to an audience unhindered by the “bad economy.” Backpackers with bad BO all over the world are now going to “discover the secrets” of the Philippines, as the website suggests people do. I love it, mainly because I smell like armpit and like to travel.

Update: Nevermind, WOW Philippines will always and forever exist at the DOT main site. WOW AWESOME YEAH Philippines!