Same tagline as 60-year-old campaign? So what, says DOT chief

KD Suarez

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On Twitter and Facebook, netizens say the slogan is either 'not original' or 'plagiarized'

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.

COPIED? OR COINCIDENCE? The vintage 1951 ad for Switzerland found by netizens, using the tagline "It's More Fun in Switzerland." Screengrab from

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:


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. –

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