Do not change 'It's more fun in the Philippines', Ejercito tells DOT


Posted at Jun 13 2017 08:57 PM

MANILA - The old tourism slogan "It's More Fun in the Philippines" should no longer be changed as frequent revamps in tourism campaigns cost taxpayers' money, Sen. JV Ejercito said Tuesday.

Ejercito, chairs the Senate Committee on Tourism, told reporters that changing the slogan anew would entail a fresh infusion of funds. Changes in the country's tourism campaign usually comes with every change in administration. 

Aside from costs, Ejercito said the government should stick to "It's More Fun in the Philippines" as the slogan has already established a recall among foreigners.

"The old 'It’s More Fun in the Philippines' ad slogan should no longer be changed because it is very appropriate and is already known to the world. Just like the 'Malaysia, Truly Asia' campaign slogan of Malaysia," Ejercito told reporters.

The Department of Tourism (DOT) has launched two tourism campaign slogans in less than a year since the Duterte administration took power in July 2016.

Tourism Secretary Wanda Teo revealed the first "improved" campaign in January 2017, when the country hosted the Miss Universe pageant.

The video, conceptualized and produced by advertising giant McCann, was the first of three video advertisements that revolve around the same theme.

"It should answer the question, 'Why is it more fun in the Philippines?' And you focus on the traits of the Filipino," Teo had said in an earlier interview.

The DOT then launched another video campaign on June 12 to mark Independence Day.

The second video, however, was met with criticism after it showed a notable resemblance with South Africa's 2014 tourism ad.

Tourism spokesperson Ricky Alegre denied the allegation and said the DOT's new ads were based on real-life events.

The DOT earlier said it had earmarked P650 million for three new marketing materials that would all carry the "It's More Fun in the Philippines" tagline, conceptualized by advertising executive Ramon Jimenez, who was tourism chief during the Aquino administration.

Alegre said the DOT's overarching campaign was still "It's More Fun in the PH," and that "Experience the Philippines" supports this with a call to action.