Philippine Tourism has been met with acclaim and derision for its new slogan “It’s more fun in the Philippines” that was leaked to social media sites before the campaign’s official launch.
After an earlier campaign was ditched as a result of claims it was plagiarised from Poland’s tourism, controversy has followed with critics allegedly saying the new slogan has been copied from an old Switzerland Tourism slogan “It’s more fun in Switzerland”.
The yet to be completed website promotes the Philippines campaign by saying “Wherever you go in the Philippines, it’s the Filipinos that will make your holiday unforgettable… In fact, Lonely Planet guidebook calls us ‘among the most easygoing and ebullient people anywhere.’ Find out for yourself why it’s more fun in the Philippines. And make the most out of your next vacation.”
The site shows George Tapan’s photographs of climbing the Banawe Rice Terraces (with the text “Getting upstairs. More fun in the Philippines”); swimming with a whale shark (“Status updates. More fun in the Philippines”) and riding a banca (“Commuting. More fun in the Philippines”).
Since the campaign slogan was leaked, those who logged on to the website took to social media sites like Facebook and Twitter with sarcastic litany, creating their own slogans.
While critics continue to slam the new slogan as a rip-off of a six-decade-old Swiss tourism advertisement, Tourism Secretary Ramon Jimenez tweeted "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."
Philippine Department of Tourism in Sydney told eTravel Blackboard that wholesalers like it and are already asking for the artwork specs of the new logo ready to use it for their Philippine campaigns.
All the controversy and talk has pushed The Philippine campaign’s hashtag, "#ItsMoreFunInThePhilippines" to became one of the top trending topics on Twitter.
Made up of more than 7,000 islands of natural wonders and beauty, the Philippines have long lagged behind its neighbours in Southeast Asia when attracting tourists. This new campaign will hopefully boost tourist numbers to a country that has struggled with poor infrastructure, corruption and poverty are the some of the factors holding back the country’s tourism industry.
Source = e-Travel Blackboard: K.W