Thursday, January 12, 2012

Yes, it's true! It IS more fun in the Philippines!


A week ago, the Department of Tourism (DOT) unveiled the much awaited tourism campaign slogan for the Philippines. The DOT, together with BBDO Guerrero, came up with "It's more fun in the Philippines". 

The reception was generally positive and continues to captivate Filipinos here and abroad. Everyone was out there realizing how fun it is to be in the Philippines—and, to be a Filipino—and how much it would mean to share this ‘fun’ with the world.  #ItsMoreFunInThePhilippines became a huge hit in social media. It became the top trending topic worldwide on Twitter. That is, in just a matter of minutes. Undoubtedly, majority of the Filipinos approved of it. The slogan in itself is complete. It is, after all, a true characterization of the country. It is believable. It is the truth. It is what the Philippines is all about—FUN.

Despite the positive feedback, a number of people were still not convinced of the slogan—of its concept and of its message. Some, on the other hand, argue that the slogan was a mere copy of an ad used in Switzerland, 1951.

Well, the concept is simple—when you visit the Philippines, you enjoy a lot—YOU HAVE FUN. The Philippines, like all other countries, is not perfect. Well, no country is perfect. You encounter problems—political, social, environmental, financial, and so on. However, it cannot be denied that The Philippines has a lot to offer. Behind all these problems, behind all the flaws, this country has something to offer. Each and every individual, both local and foreign, can have a glimspe of all the unique feasts, amazing food, traditions, cultures and the beautiful places in the country. The Philippines is worth experiencing.

As to the “copycat” issue, you cannot copy something which is true to the Philippines. Switzerland might have used “it’s more fun” first as an ad but this should not give the impression that the DOT and a well-respected agency like BBDO Guerrero simply copied or even lacked research for this slogan. If the naysayers would continue with this notion, what, then, would they say about Amazing Thailand, Incredible India and Malaysia, Truly Asia? All of these have been used before and they did not seem to care. Filipinos are, indeed, their own worst critic.

Thailand, Malaysia, and India are making big bucks from their brandings. Now, with this brilliant campaign, Filipinos can finally show the whole world why it is truly “more fun in the Philippines.” This is the time to stop being negative about everything and just help the country get the recognition it deserves. The Philippines, even with all the bad press and current problems she is facing, remains to be one of the most beautiful countries in the world. It’s time Filipinos share this beauty to foreigners and give them the fun experience they can only have in The Philippines.

Lastly, “It’s more fun in the Philippines” is not just a slogan, it is a challenge—a challenge for each and every Filipino out there to live up to this campaign. Everyone should do their part—you, me, us—the government and the people



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