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MANILA, Philippines – The campaign isn’t even six hours old, but netizens already found a hole in the Department of Tourism’s “It’s More Fun in the Philippines” slogan – but the tourism chief defends their current tagline.
Several netizens found a vintage 1951 ad for Switzerland used the “It’s More Fun in Switzerland” tagline.
Reaction was swift. On Facebook and Twitter, images of the ad posted by various people had numerous comments and retweets.
Many questioned if the tagline was copied or was “plagiarized” by the DOT or the ad agency BBDO, who conceptualized the campaign.
Some commenters, however, defended the ad, saying it could merely be coincidental, and no one has a monopoly over the phrase.
Reacting to the 60-year-old ad, Tourism Secretary Ramon Jimenez tweeted these:
No one can own the expression “it’s more fun” but it’s very true for the #Philippines so it becomes ours. #ItsMoreFunInThePhilippines
— Tourism Thoughts (@MonJQuotes) January 6, 2012
“FUN” is a fusion of place and people. A place is not fun if there is no fun people in it.
— Tourism Thoughts (@MonJQuotes) January 6, 2012
This Switzerland coincidence only makes our line truer. Sun Tanning IS more fun in the Philippines.
— Tourism Thoughts (@MonJQuotes) January 6, 2012
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
— Tourism Thoughts (@MonJQuotes) January 6, 2012
If you look hard enough, you might even find an old ad that says “it’s more fun in Alcatraz!”
— Tourism Thoughts (@MonJQuotes) January 6, 2012
Tourism is successful in Thailand because their positive voice is louder than their negative voice.
— Tourism Thoughts (@MonJQuotes) January 6, 2012
He also told GMA News that it is a “coincidence,” and expressed dismay over some Filipinos “harping” the similarities.
The reaction to the similar plug is understandable: over a year ago, the Pilipinas Kay Ganda campaign’s logo was criticized for being a “rip-off” of a tourism campaign in Poland, among other things.
The brouhaha led to the scrapping of the entire campaign, and the resignation of a top Tourism official. It is also said to be a factor in the resignation of Jimenez’s predecessor, Alberto Lim. – Rappler.com
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