TOURISM POSTER ONCE AGAIN
[PHOTO - Tourism Secretary Ramon Jimenez Jr. (above)
addresses the media in his office after a press conference that introduced the
country's new tourism slogan (top), which is arguably the same one used by
Switzerland in 1951 (left). PHOTOS BY RENE DILAN AND
VINTAGEPAPERADS.COM]
MANILA, JANUARY
9, 2012 (MANILA TIMES) Written
by : Jovee Marie N. Dela Cruz, Reporter - IT'S strike two for the Department of
Tourism (DOT). Just hours after its new campaign slogan was launched, the
Tourism department drew flak for allegedly plagiarizing an old campaign slogan
of another European country, Switzerland.
Tourism Secretary Ramon Jimenez Jr. presented the slogan "It's more fun in
the Philippines" during a press briefing on Friday morning and claimed that this
tourism brand would focus on the country's core strength—the Filipino
people—which cannot be offered by any other country.
Almost immediately, talks about the new brand spread like wildfire across
various social networking sites such as Twitter and Facebook.
Past noon, the tourism slogan was trending among the most talked about issues
of the day.
But the excitement was short-lived when it was discovered that the
new brand was actually similar to a 1951 campaign slogan released by the Swiss
government dubbed "It's More Fun in Switzerland."
"Everything is fun in the Philippines, planking is fun, commuting is fun,
root canal is more fun, getting upstairs more fun . . . simple truth is always
what works best when you want to persuade someone," Jimenez said.
Pure coincidence During a later interview, he explained that the similarity
between the two was just a "coincidence."
According to him, other brands such as "Amazing Thailand" was also similar to
"Amazing Australia" and "Incredible India" to "Incredible Italy."
"Malaysia's 'Truly Asia' brand was similar to 'Truly Tuscany,'" Jimenez said.
A photo of Switzerland's old slogan circulated on the Internet with
vintagepaperads.com as source.
The DOT drew similar criticisms before for its earlier fiasco in "Pilipinas
Kay Ganda," which had similarities with a tourism campaign from Poland in
Eastern Europe.
On the heels of allegations of plagiarism, then-Tourism Secretary Alberto Lim
was forced to cancel the contract where the government spent P5 million for its
launching alone.
In a previous statement, the DOT said that at least eight of the largest
advertising firms in the Philippines were involved in the new P12-million
project.
When asked about how much the project really cost, Jimenez refused to give a
more definitive answer except by saying that they "do not want rival countries
to know."
Simple question The DOT chief explained that the campaign was simple,
truthful and only answered the simple question, "Why should I go to the
Philippines?"
"Our strategy is simple: while other countries invite you to observe,
Filipinos can promise a more heartfelt and interesting experience. Wherever you
go, whatever you do in the country, it's the Filipinos that will complete your
vacation and will make your holiday unforgettable," Jimenez said.
The Filipinos are already known around the world to be one of the happiest
and warmest people on earth and the campaign hopes to enjoin the whole country
in creating positive buzz for the tagline, he added.
As the international campaign is underway, the agency is also developing a
national initiative under the line "#1FORFUN" to rally the nation, Jimenez said.
"The national line is a goal, a constant reminder to ourselves why we can
tell travelers it's more fun here than anywhere else," he added.
"It [slogan] needs everyone's support for it to stay true—we need to make
sure people's experiences in our country are positive, enjoyable, and most of
all, fun," the Tourism secretary said.
Jimenez added that new slogan campaign, which is expected to be rolled out
globally within four months, hopes to target 4.2 million tourist arrivals,
higher than last year's 3.7 million. "If there is tourism, there is a job for
every Filipino," he said.
The tourism official also revealed that there would be no traditional,
large-scale launch because the agency would only use social media to spread the
campaign.
Jimenez said that the project was approved by President Benigno Aquino 3rd
and other Cabinet members.
Mixed reactions The new slogan, which was visualized by the advertising
agency BBDO Guerrero/Proximity Philippines, got mixed reactions from netizens.
A few minutes after the DOT announcement, the hashtag
#ItsMoreFunInThePhilippines and "#1ForFun" became the top trending in the
Philippines and worldwide on Twitter.
"It's simple but very catchy. It's a fresh idea that gives every Filipino the
freedom and creativity to think what makes it more fun in the Philippines in
their own ways," Ed Buenavista said on his twitter.
Majority of netizens said that "its more fun in the Philippine" because of
delicious food, affordable and quality local products and Filipinos who are
always smiling."
But the new slogan also drew negative reactions.
Arvin Garcia said on his Facebook account that "[the new slogan is]
uninspired, boring and the lamest excuse of not being creative" while Jeffrey
Santos added that "it is better to repair our airport first before inviting
visitors or tourists."
Santos said that the government should also secure tourists as well as the
tourist destinations in the country from all criminals.
Meanwhile, the Tourism department said that this project was not yet final
because improvements were still to be made.
FROM THE PHILSTAR
NEW DOT SLOGAN SPARKS DEBATES By Paolo Romero (The
Philippine Star) Updated January 07, 2012 12:00 AM
COPYCAT? An Internet search yielded this vintage poster of a
1951 Swiss tourism campaign dubbed 'It's more fun in Switzerland!' that is up
for sale online.
MANILA, Philippines - The new slogan and marketing campaign of the Department
of Tourism (DOT) has sparked passionate debates online and was such a hit that
some Facebook and Twitter users have come up with their own posters showing why
"it's more fun in the Philippines."
Despite the criticisms over the new slogan, the DOT said it would push
through with the new campaign in promoting the country as a premier tourist
destination.
DOT Assistant Secretary and spokesman Benito Bengzon brushed aside criticisms
that the new slogan was similar to a vintage tourism ad of Switzerland in 1951.
Bengzon said it was just a "coincidence" and the DOT is not about to hold off
the new slogan.
"We would not back out because we feel that it is an effective campaign. The
new tagline is precisely what we offer," he said.
Shortly after launching the new slogan on Friday, there were some criticisms
on social networking sites that the catchphrase adopted by the DOT was similar
to a 1951 advertisement of the Swiss National Tourism Office that read - "It's
more fun in Switzerland."
Bengzon though gave assurance that the DOT slogan was not copied from
Switzerland.
"The (Swiss) campaign was used in the 50s. Siguro meron lang naghalungkat
nyan kung may kapareho (Probably somebody must have dug it up if it were the
same)," he said.
Bengzon said the DOT is now raring to see "how effective the slogan is in
communicating our message" to international travelers. The DOT had contracted
advertising firm BBDO Guerrero to craft the new slogan.
In his Twitter account, Tourism Secretary Ramon Jimenez Jr. said BBDO
chairman David Guerrero would rather "slit his throat than copy something."
Jimenez swiftly rejected the new copycat allegations.
"The line isn't a manufactured slogan. It is simply the truth about our
country. Don't be swayed by people who are trying to punch holes in it... No one
can own the expression 'it's more fun' but it's very true for the Philippines so
it becomes ours," Jimenez said.
"If you look hard enough, you might even find an old ad that says 'it's more
fun in Alcatraz!'" he added, referring to the notorious former US prison.
Last year, the DOT withdrew its "Pilipinas kay Ganda" campaign tagline after
it was alleged to have been copied from Poland's tourism slogan.
Online, the new slogan "It's more fun in the Philippines" has gone viral.
One Facebook user posted a photograph with his "winning smile" and labeled
it: "Smiling. More Fun in the Philippines." It went with so many other different
versions of the ad.
Lawyer Theodore Te also wrote in his Facebook account that he was able to
quickly identify with the ad campaign because it was true.
"In the way that 'Wow! Philippines' started the conversation but never got to
finish it, this new campaign attempts to jumpstart that conversation in the same
vein and invites us, who know and love the Philippines, to complete the
sentence. And, that's part of the fun," Te said.
Dennis Gorecho, who described himself as a Manila lawyer, criticized the DOT
for spending a large amount of money on a copycat ad and linked to a website of
the old Swiss poster.
"DOT spent millions - to come up with an ad campaign that seemed to have been
used from one that is already more than 60 years old," he wrote on his wall on
Facebook.
"Uh, ok, so Switzerland used 'It's more fun-' - in 1951. That's 61 yrs ago.
Even intellectual property rights expire after 50 yrs," Finance Secretary Cesar
Purisima said, repeating another lawyer's Twitter comment.
Other critics said they preferred the old slogan "Wow! Philippines."
"It may be true that it's more fun in the Philippines but 'Wow! Philippines'
was a far better tourism slogan," one tweeted.
For Cagayan de Oro Rep. Rufus Rodriguez, the new slogan cannot attract
tourists.
Rodriguez said the new slogan launched by the DOT was "not worth the millions
of pesos spent for it."
He described the new slogan as "plain, generic."
"I'm greatly disappointed that after all the meetings and expensive bidding,
this is all the Filipinos get. It's plain, generic and not catchy. It's not
worth the millions of pesos in taxpayers' money. I think they just thought of it
in a few minutes and stuck to it so they don't have to work anymore thinking of
more ideas," Rodriguez said.
Rodriguez cited reports that the DOT paid more than P5 million for the new
campaign slogan.
Rodriguez also hit advertising executives who dismissed criticisms that the
slogan was the same as the one used by Switzerland before.
"Have we come to this? That we condone copycats?" he asked.
Eastern Samar Rep. Ben Evardone earlier said he welcomed the new slogan but
thought "Wow! Philippines" sounded better and was shorter.
Evardone said "Wow" is a positive universal expression understood by many,
including non-English speaking people.
The negative reactions were also noted on Facebook and Twitter in pointing
out the ad agency hired by the DOT should have produced something more original,
shorter, catchy and easier to say. They said it was too elementary that even a
grade schooler could pull off.
Malacañang had expressed its support for the new tourism slogan despite the
criticisms.
Malacañang also countered the travel advisory issued by the US on the day the
new tourism marketing strategy was launched.
Deputy presidential spokesperson Abigail Valte said the Philippine government
was doing its best to ensure the safety and security of everyone in the country.
Valte said there had been incidents in the past where the government and the
people had learned from to ensure the safety and security of tourists in the
country.
"If you also take the general precautions and you do not disregard your
safety, there are many beautiful sights to see and there are many good things to
do...it is more fun in the Philippines," Valte said.
Despite many natural wonders and more than 7,000 islands, the Philippines has
long lagged behind its Southeast Asian neighbors in attracting tourists.
Poor infrastructure, corruption and poverty are the some of the factors
holding back the country's tourism industry. - Aurea Calica,
Sheila Crisostomo, Paolo Romero
Chief News Editor: Sol
Jose Vanzi
© Copyright, 2012 by PHILIPPINE HEADLINE
NEWS ONLINE
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PHILIPPINE HEADLINE NEWS
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