The Philippines will start the New Year with a newly branded short catchy slogan to replace the “Wow, Philippines” brand in an aim to raise Philippines tourism to new heights.

The new brand that has yet to be revealed was produced by world-renowned Batten, Barton, Durstine & Osborn (BBDO).  Tourism Secretary Ramon Jimenez said it will touch people’s heart and mind.

The Department of Tourism said Philippine tourism performed well in 2011 despite devastating typhoons, the impact of the hostage-taking of tourists and warnings claiming the country is not a safe place to visit.