The new slogan of the Department of Tourism in its campaign to boost the number of foreign visitors to the country, has been met with both acclaim and derision.
The leakage of the slogan, “It’s more fun in the Philippines,” in online social networks way before its official launch was welcomed as free publicity for the country by Ramon Jimenez Jr.
, however, do not have the luxury of having fun lurking on Twitter or Facebook to gauge public reaction to the re-engineered marketing campaign.
As of last weekend, netizens who logged on to www.itsmorefuninthephilippines.com see on the site’s index page could only see a slideshow of 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”).
The website should be finished soon for it to make the most out of the curiosity-driven frequency of page hits. In the meantime, critics who slam the new slogan as a rip-off of a six-decade-old Swiss tourism advertisement should give their lament a rest and re-channel their energies into bridging the disconnect between the slogan and many of the nation’s realities.
Instead of complaining because of the DOT’s use of a supposedly pre-loved line (we give Jimenez the benefit of the doubt, that the campaign is no copycat), why not accept it as a challenge to prove that it’s indeed more fun here than in Switzerland or any other place on earth?
For a change, some critics might consider refraining from spoiling the fun, which they do by their constant mimicking of the shrew. Then, the rest of the naggers may lighten up and stop flagellating self and neighbor with their sarcastic litany (“Traffic. It’s more fun in the Philippines;” “Pollution. It’s more fun the Philippines;” “Robberies. It’s more fun in the Philippines;” “Bloody drinking and videoke sessions. It’s more fun in the Philippines.”)
Every Filipino knows in their heart of hearts that it takes more than just a slogan to vanquish the poverty and corruption that plague the land. Wasting time and energy fighting over the battle catchphrase does not help.
Source: Inquirer News