It's a go for 'More Fun in the Philippines' campaign

MANILA, Philippines - Malacañang assured the public yesterday that the Department of Tourism’s (DOT) slogan and campaign “It’s More Fun in the Philippines” will be implemented despite some criticisms.

“The response has been very positive. To my knowledge, it has been very positive so we have no problem with the slogan of DOT,” presidential spokesman Edwin Lacierda told reporters in a press briefing.

Lacierda also clarified that the more than P5-million budget for the tourism campaign was not just for the slogan, but for the whole marketing strategy. 

The DOT is being criticized for paying such a large amount when a 1951 “It’s More Fun in Switzerland” advertisement was apparently the original.

“It’s not a copied slogan. It’s more fun in Switzerland is not a slogan in Switzerland. It’s one of the (ads), if you check the work,” Lacierda said. Lacierda said the advertising campaign would start with the slogan.

“Yes, it is an investment,” Lacierda said.

Lacierda also said there was no scheduled meeting yet between the stars of the Hollywood film “Bourne Legacy” and President Aquino. 

Bourne Legacy stars Jeremy Renner and Rachel Weisz are in Manila to shoot scenes for the fourth part of the Hollywood action thriller.

“No request has been made as far as I know. That would depend on the schedule of the President. And you’ll all be there to cover them, don’t worry, if they come,” Lacierda said.

Regarding the latest travel advisory of Australia, Lacierda said the safety of the tourists here was assured but the government would respect foreign countries’ decision to caution their citizens as part of their responsibility.

The United States had earlier issued a travel advisory to Americans visiting the Philippines.

“We can guarantee their (Bourne stars) safety. And, by the way, it’s not only in Manila. They are also going to shoot in the beautiful place of Palawan. So it will enhance our tourism also,” Lacierda said.

Lacierda said they could understand the position of Australia and the US.

“The Australian government will certainly act how it feels is prudent to protect their citizens. Respect their travel advisory. But again, we assure the public, we assure the Australian tourists here, as well as any tourist, of their safety,” Lacierda said.

Lacierda said the government was on top of the situation “that’s why we have done what we did (Monday) and before the Black Nazarene fiesta.”

Aquino warned devotees last Sunday of a possible terror attack during the Black Nazarene feast in Quiapo, Manila as millions of devotees were expected to converge there for hours. 

Meanwhile, Finance Secretary Cesar Purisima and former Akbayan Rep. Riza Hontiveros-Baraquel supported the DOT’s new slogan. 

“It really reflects something we (Filipinos) can deliver,” Purisima said.

He said the new slogan of the DOT could help increase tourist arrivals in the country.

The Finance chief also said he believes the tourism industry will be one of the biggest sources of revenue of the government this year. Baraquel defended the DOT against criticisms that the new slogan was copied from Switzerland’s 1951 tourism campaign.

“There are a lot of people around the world who can say that (it’s more fun in their country),” she said. 

Tourism Secretary Ramon Jimenez had explained that the slogan was meant to reflect a characteristic unique to Filipinos, which is the ability to make things fun and memorable for their guests and visitors. – With Helen Flores