In the first week of January, the Department of Tourism launched its new campaign slogan “Its more fun in the Philippines” months after the old slogan “Pilipinas kay Ganda” was badly criticized by the Filipino people including the president.
Just hours after the DOT launched the campaign, it quickly became the #1 trending topic on twitter with the hashtag #itsmoreinthephilippines
How did the internet made the campaign work worldwide?
The internet did a pretty outstanding job boosting the popularity of the campaign. Its more fun in the Philippines isn’t just a catchy campaign slogan, now it’s also an internet meme.
Filipino 9gaggers, redditors and a bunch of other internet geeks made their own its more fun in the Philippines promotions by putting a photograph of something that Filipinos do that seems peculiar to some other countries and making it related to the western pop culture.
Stuff like these:
Tourism Secretary Ramon Jimenez Jr. said that they "want the world not to watch but to participate" in the new campaign.
The people with knowledge in photoshop and pop culture and also have internet connection did their own renditions and voila, its worldwide famous.
The people with knowledge in photoshop and pop culture and also have internet connection did their own renditions and voila, its worldwide famous.
The Its more fun in the Philippines facebook page has now a fanbase of over 37,000 likes.
The Switzerland Incident
The Philippine Star published an article about the swiss tourism campaign from 1951 that has a slogan that says "Its more fun in Switzerland"
Just when the Filipinos thought the campaign slogan will do a pretty good job for the country, it quickly got a lot of Criticisms and negative reports about how the DOT made another mistake on launching a used vintage swiss slogan.
DOT Secretary quickly responded to this issue:
“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.”
Before the overwhelming negative reviews of Pilipinas Kay Ganda there was “Wow! Philippines” which did pretty well and even has a videoke machine. How cool is that.
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