The Department of Tourism (DOT) has been copping flak for its latest campaign tagline, “It’s more fun in the Philippines.”, which was the same tagline used in a 1951 Switzerland tourism campaign.
The 1951 ad with the tagline “It’s more fun in Switzerland”, has been making its rounds on the internet, stirring comments from netizens.
According to an article on ABS-CBN News, the DOT halted its branding and marketing strategies last year after an outcry in the industry over its “Pilipinas Kay Ganda” logo, which was said to be lifted right from Poland’s “Polska”tourism campaign.
Tourism Secretary Ramon Jimenez Jr. was quoted in the article saying: “We need a line that is easily understood. Competitive. ‘More fun in the Philippines’ is true. Keri natin ito (Kaya natin ito),”
In his tweets, Jimenez also said that that similarity was just a “coincidence.”
“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,” he said in another tweet.
The ad was created by DOT’s advertising agency BBDO Guerrero, which has also come under fire for the ads.