Even this new branding has proved an online talking point with some netizens pointing to the fact that a campaign by Swiss National Tourist Office used the 'It’s more fun in' tagline sixty years ago back in 1951.
The new slogan, developed by BBDO Guerrero, was launched last week to replace the nine-year-old tagline of 'Wow (World of Wonders) Philippines'. The agency won the pitch, which valued at US$146,800, last month.
During the launch, Tourism Secretary Ramon Jimenez said the campaign focuses on the country’s core strength, the Filipino people, who are known as one of the happiest and warmest people. A microsite was also launched.
Jimenez expects the campaign to attract 4.2 million visitors this year, from the 3.7 million recorded last year. He added that the similarity of the slogan between the Philippines’ and Switzerland’s was just a “coincidence”, and that it merely tells the truth about the Philippines.
On Twitter, there are two groups of supporters for 'Wow Philippines', also conceived by BBDO Guerrero, and 'It's More Fun in the Philippines'.
“I think Wow Philippines is far better than it's more fun in the Philippines,” a supporter for the old slogan tweeted; while another said, “Wow Philippines is better! Seriously.”
A supporter for the new slogan, meanwhile tweeted “Phil is not rich in material goods but in the richness of the spirit.” A netizen, who is believed to be a Filipino, said “I'm living in a different country right now and I could definitely say that #ItsMoreFunInThePhilippines.”
On the Twitter page for Department of Tourism, supporters are sharing things they feel are fun to do in the Philippines, such as food and beaches, to promote their hometown’s beauty and wonder.
An official Facebook page launched by the tourism board for the “It’s more fun in the Philippines” campaign has attracted over 2,800 fans in less than three days.
Last year the Philippines government was forced to scrap its 'Pilipinas Kay Ganda' tourism campaign following a number of gaffes including a logo allegedly plagiarised from Poland.