Abstract
This study aimed to document the awareness in the new slogan of Philippine tourism " Its more fun in the Philippines" as perceived by the tourism students in DYCI and to explore the factors behind the agency's decision to change the recent slogan. The study likewise showed effectiveness of the new media strategy in reaching its target market- foreign tourist. A one-page structured-survey questionnaire was used particularly in generating feedback from the tourism students on their awareness and perception of the new tourism slogan. The researchers also include to the study the different traits and value of the Filipinos that making our country more beautiful compare to other countries in asia even in the whole world. A narration of the circumstances and process in the production of new tourism campaign was made, together with an enumeration of the primary reasons why the DOT changes the recent slogan. The survey results showed that the campaign is effective based on the opinion of the tourism student.