It was finalized during the administration of Department of Tourism (DOT) Secretary Ramon Jimenez.

This was the second attempt under the administration of Philippine President Benigno Aquino III to come up with a replacement campaign for WOW Philippines, after the negatively received Pilipinas Kay Ganda campaign under Tourism Secretary Alberto Lim.

[1] Eight advertisement agencies; Aspac, BBDO Guerrero, DDB, Dentsu, J.Romero, JWT, Lowe and Y&R.

[1] The campaign name, which is also its slogan was coined by BBDO chairman David Guerrero after a snorkeling trip.

The DOT however remarked that the figure is already the "highest ever" in the Philippine tourism industry compared to records in the previous years.