What makes it more fun in the Philippines?

               Department of Tourism clawed our interest last January 6 when they bail out the official slogan of the tourism campaign. Aiming to have the breakthrough in Philippines’ tourism, the new slogan met tons of adulation and disparagement.

            On one side of the coin some says, “It was pleasant news for a lot of us.  The slogan perfectly describes what tourists and balikbayans can expect when they visit our country! It’s a great slogan, great start, great news, looking forward to more tourist arrivals in 2012.” Many second the thoughts that this new slogan absolutely fits us for it’s really us, as is.

            The catchphrase was developed for a campaign by ad agency BBDO Guerrero/Proximity Philippines for the Philippines Department of Tourism. As far as this campaign was released some evoked the slogan’s resemblance to Switzerland’s 1951 tourism slogan (“It’s More Fun in Switzerland”), which led to a fiery dispute on the web.

It appears that, Philippines is not the only country that is "more fun." A 1951 ad from the Swiss National Tourism Office, which at present sold in vintage ad websites read: "It's more fun in Switzerland".

So, is this some kind of a coincidence? Which country is more fun now? Switzerland or the Philippines?

Last year, the DOT adjudged to adjourn the branding and marketing strategies after the "Pilipinas Kay Ganda" campaign was ditched due to a major industry agitation. The "Pilipinas Kay Ganda" logo was said to be pirate from Poland's own tourism campaign, "Polska."

DOT Secretary, Ramon Jimenez made a series of tweets regarding to the said issue.

“No one can own the expression 'it's more fun' but it's very true for the #Philippines so it becomes ours. #ItsMoreFunInThePhilippines.”

“FUN' is a fusion of place and people. A place is not fun if there is no fun people in it.”

“This Switzerland coincidence only makes our line truer. Sun tanning IS more fun in the Philippines.”

“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.”

“If you look hard enough, you might even find an old ad that says 'it's more fun in Alcatraz!”

            Instead of being a critique there, why don’t we just help and support our country? We’ll definitely be a big help. Be part! And this will make us look bigger to the rest of the world!

As we end this, let’s be enlightened as Secretary Ramon Jimenez leaves us these words: “We need a line that is easily understood. Competitive. More fun in the Philippines is true. Keri natin ito.” J