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THE PHILIPPINES, JANUARY 11, 2012: Barely a week after its launch, the new tourism slogan "It’s more fun in the Philippines" has garnered support and criticisms from Filipinos. Whether it is support or otherwise, one thing is clear: the new tourism slogan has gone viral in very short time, paying off handsomely for tourism promoters who lack the marketing firepower of regional rivals. Various memes have sprung up online with photos of the Philippines featuring the new promotional tagline.
The campaign’s Harabara font is available for free download, ensuring consistency in users’ contribution to the country’s latest tourism campaign. A meme generator, morefunmaker.com, especially made for the new tourism slogan, has also surfaced.
As of press-time, there 3,490 "likes" of the official It’s More Fun in the Philippines Facebook fan page (www.facebook.com/itsmorefuninthePhilippines) and over 160 photos shared by users. The official Twitter page of the Department of Tourism @DOTPhilippines also shot up to close to 10,000 followers.
But the campaign also had an anxious moment when a 1951 Swiss ad surfaced on social media bearing the slogan "It’s more fun in Switzerland." DOT Secretary Jimenez deployed humor to debunk copy charges. In a series of tweets, he countered the charge saying, "nobody can own the word ‘fun’ and ‘This Switzerland coincidence only makes our line truer. Sun Tanning IS more fun in the Philippines.’
Support comes pouring in
The DoT and its ad agency BBDO Guerrero/Proximity found support across the local advertising industry. In a statement, the Association of Advertising Agencies in the Philippines (4As) said: "The positivity resonates in our hearts. We have the product and the creativity to overturn the challenges faced by the Dept. of Tourism. Add unity, and we will prevail. Congratulations to Sec. Mon J and 4As member, BBDO Guerrero!"
The Philippine Association of National Advertisers also added its support: "PANA applauds the new tourism campaign led by Sec. Mon Jimenez. In the next few weeks, PANA will work with the Adboard on how it can support the campaign ‘It’s more fun in the Philippines.’ PANA believes in promoting values in advertising which includes love of country."
JWT Jos Ortega added: "In branding, the objective is to own a word or idea in the hearts and minds of the consumers. DOT is trying to own FUN. The job of marketing is to make sure that it happens. Sometimes somebody else can already own a word, but it is taken away by a more aggressive competitor. Offhand, Switzerland doesn’t even own FUN. Google FUN in 3 weeks time and I’ll bet majority of the first 5 pages will show.” The Aquino administration has assured the country, which has embraced the campaign, that the new slogan and campaign would be implemented. "The response has been very positive. To my knowledge, it has been very positive so we have no problem with the slogan of DOT," presidential spokesman Edwin Lacierda said ina report from Philippine Star.
Filipino celebrities and personalities also expressed their support and delight over the new tourism slogan. Popular entertainer, Gary Valenciano tweeted: "#itsmorefuninthephilippines Because its such a resilient race that it still manages to smile regardless of tragedy it has just faced."
Apo Hiking Society member and writer Jim Paredes, said: "#ItsMoreFunInThePhilippines I like it! It’s honest, simple, straight to the point. It is abt who we are. Masaya tayo talaga kahit ano pa"
"#itsmorefuninthephilippines is not just about the sights but the people too! dont we always rank high in the worldwide happiness survey?," said ABS-CBN News anchor Ces Orena-Drilon.
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