Philippines launches tourism slogan 

MANILA — In a bid to attract more foreign tourists, the Department of Tourism has adopted a new slogan proposed by an advertising agency in a contest.
The slogan – “It’s more fun in the Philippines” – immediately drew criticisms after it was found to be a copy of the slogan of Switzerland tourism campaign in 1951 and other advertising campaigns.

The slogan which will replace the highly successful “Wow Philippines” brand campaign under then Tourism Secretary Richard Gordon was  coined by the world-famous BBDO Guerrero Proximity Philippines advertising agency.
The DOT earlier ditched a campaign slogan after it was found to be copied from similar tourism campaign of Poland. The issue led to the resignation of a DoT undersecretary who was in charge of the project.
 The country wants the campaign slogan so it can attract 12 million foreign travelers/visitors to come to the Philippines up to the year 2016. The Philippine has been lagging behind its Asian neighbors with only 3 million tourists, most of whom are returning Filipinos based in North America and other countries.
Filipinos immediately criticized the tourism agency for spending big amount of money on a copycat ad and linked to a website of the old Swiss poster “I’t’s more fun in Switzerland.”
President Aquino and Tourism Secretary Ramon Jimenez, however,  rejected the plagiarism allegations.
“The line isn’t a manufactured slogan. It’s simply the truth about our country. Don’t be swayed by people who are trying to punch holes in it,” the tourism chief said.
“If you look hard enough, you might even find an old ad that says ‘it’s more fun in Alcatraz!’” he added, referring to the notorious former US prison.
Many Filipinos said they preferred the old slogan “Wow! Philippines.”
Tourism Secretary Jimenez, who owns a  big advertising agency, said the new brand campaign was presented to the President and some members of his Cabinet earlier, adding that  President Aquino liked it.
Jimenez added that he requested more funds from the President to boost DOT’s only P2 billion budget.
“We at DOT need some more funds to push the brand campaign. And we also need help from the social media; all forms of media to participate and make it a success. If tourism creates thousands of jobs, then we can even expect our children to be working in the hospitality industry in the coming years,” he said.
Jimenez said that everybody should participate in spreading the brand campaign since it for the country’s economic growth, especially since there is worldwide economic slowdown.
Jimenez also announced that the Philippines will stay competitive by offering extended visas.
“Starting this year, there will be no more 21-day visas and if competitions offer 30-day visas, that’s what we’ll offer and give on arrival starting April 2012.”
Jimenez emphasized that what makes it more fun in the Philippines is the Filipino’s special gift for transforming a beautiful place into an unforgettable special place.
‘You take two identical islands, put Filipinos in one and it’s going to be more fun there. It’s the truth, we are more fun as a people,” he said.
He took cognizance of the fact that Filipinos, no matter the circumstances they’re in, they are always smiling, hospitable and most of all, a caring people which endears them to foreigners.
“We are the most caring people on earth, that is why we are favorites in the medical and nursing professions abroad,” he said.
He talked of “It’s more fun in the Philippines” as encouraging Filipinos to make it their own campaign by playing around with it in their heads.
“Think of what a tourist wants to do like hiking, scuba diving and perhaps, planking. Definitely, it’s more fun in the Philippines, whatever is the activity a tourist wants to undertake.”
Jimenez cited an example like next year, DOT hopes to buy space over a parking lot in New York City with a billboard that shows bancas lined up along the beach of Puerto Galera with the people laughing. Their bancas have funny names like ‘Tom Cruises’ and the headline says, “Parking. It’s more fun in the Philippines.”