By Jovee Marie N. Dela Cruz, Reporter
Slogan similar to Switzerland’s pitch 60 years ago
IT’S strike two for the Department of Tourism (DOT).
Just hours after its new campaign slogan was launched, the Tourism department drew flak for allegedly plagiarizing an old campaign slogan of another European country, Switzerland.
Tourism Secretary Ramon Jimenez Jr. presented the slogan “It’s more fun in the Philippines” during a press briefing on Friday morning and claimed that this tourism brand would focus on the country’s core strength—the Filipino people—which cannot be offered by any other country.
Almost immediately, talks about the new brand spread like wildfire across various social networking sites such as Twitter and Facebook.
Past noon, the tourism slogan was trending among the most talked about issues of the day.
But the excitement was short-lived when it was discovered that the new brand was actually similar to a 1951 campaign slogan released by the Swiss government dubbed “It’s More Fun in Switzerland.”
“Everything is fun in the Philippines, planking is fun, commuting is fun, root canal is more fun, getting upstairs more fun . . . simple truth is always what works best when you want to persuade someone,” Jimenez said.
Pure coincidence
During a later interview, he explained that the similarity between the two was just a “coincidence.”
According to him, other brands such as “Amazing Thailand” was also similar to “Amazing Australia” and “Incredible India” to “Incredible Italy.”
“Malaysia’s ‘Truly Asia’ brand was similar to ‘Truly Tuscany,’” Jimenez said.
The DOT drew similar criticisms before for its earlier fiasco in “Pilipinas Kay Ganda,” which had similarities with a tourism campaign from Poland in Eastern Europe.
On the heels of allegations of plagiarism, then-Tourism Secretary Alberto Lim was forced to cancel the contract where the government spent P5 million for its launching alone.
In a previous statement, the DOT said that at least eight of the largest advertising firms in the Philippines were involved in the new P12-million project.
When asked about how much the project really cost, Jimenez refused to give a more definitive answer except by saying that they “do not want rival countries to know.”
Simple question
The DOT chief explained that the campaign was simple, truthful and only answered the simple question, “Why should I go to the Philippines?”
“Our strategy is simple: while other countries invite you to observe, Filipinos can promise a more heartfelt and interesting experience. Wherever you go, whatever you do in the country, it’s the Filipinos that will complete your vacation and will make your holiday unforgettable,” Jimenez said.
The Filipinos are already known around the world to be one of the happiest and warmest people on earth and the campaign hopes to enjoin the whole country in creating positive buzz for the tagline, he added.
As the international campaign is underway, the agency is also developing a national initiative under the line “#1FORFUN” to rally the nation, Jimenez said.
“The national line is a goal, a constant reminder to ourselves why we can tell travelers it’s more fun here than anywhere else,” he added.
“It [slogan] needs everyone’s support for it to stay true—we need to make sure people’s experiences in our country are positive, enjoyable, and most of all, fun,” the Tourism secretary said.
Jimenez added that new slogan campaign, which is expected to be rolled out globally within four months, hopes to target 4.2 million tourist arrivals, higher than last year’s 3.7 million.
“If there is tourism, there is a job for every Filipino,” he said.
The tourism official also revealed that there would be no traditional, large-scale launch because the agency would only use social media to spread the campaign.
Jimenez said that the project was approved by President Benigno Aquino 3rd and other Cabinet members.
Mixed reactions
The new slogan, which was visualized by the advertising agency BBDO Guerrero/Proximity Philippines, got mixed reactions from netizens.
A few minutes after the DOT announcement, the hashtag #ItsMoreFunInThePhilippines and “#1ForFun” became the top trending in the Philippines and worldwide on Twitter.
“It’s simple but very catchy. It’s a fresh idea that gives every Filipino the freedom and creativity to think what makes it more fun in the Philippines in their own ways,” Ed Buenavista said on his twitter.
Majority of netizens said that “its more fun in the Philippine” because of delicious food, affordable and quality local products and Filipinos who are always smiling.”
But the new slogan also drew negative reactions.
Arvin Garcia said on his Facebook account that “[the new slogan is] uninspired, boring and the lamest excuse of not being creative” while Jeffrey Santos added that “it is better to repair our airport first before inviting visitors or tourists.”
Santos said that the government should also secure tourists as well as the tourist destinations in the country from all criminals.
Meanwhile, the Tourism department said that this project was not yet final because improvements were still to be made.
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