It's More Fun in the Philippines

Photo c/o tourism.gov.ph

A few weeks ago I featured in my Q&A, Kat de Castro, my former student at Miriam College, who is now an Undersecretary (Usec) at the Department of Tourism (DOT).  Her portfolio includes Tourism Advocacy and Public Affairs.  I think the new DOT ad campaign which has been recently the subject of negative publicity is part of her portfolio.  The ad had some very glaring similarities with a tourism campaign for the Republic of South Africa.  A tourism campaign is a matter of national pride, and it must showcase the best that the country can offer.

I'm sure there are other more capable and creative ad agencies who will be able to give out the best ad campaign.  Why don't they hire the services of homegrown Pinoy companies?  I'm sure magagaling ang mga 'yan! Wag na 'yang mga multinationals, mukhang nauubusan na ng talento at ang ginagawa eh ni rerehash na lang ang mga ginawa sa ibang bansa at panahon. Akala n'yo di kayo mabubuking ha!  Talaga namang "It's really more fun in the Philippines!"

I'm really happy that DOT will carry on with the "It's More Fun in the Philippines" theme, tag-line, etc.  For me, it is catchy, has a positive vibe, and is really what our homeland is all about.  The disastrous "Sights" campaign is now laid to rest and here's the final word on that issue:

Official Statement of

The Department of Tourism

After a diligent review of the ad materials in question, the Department of Tourism (DOT) has decided to discontinue it's partnership with McCann Worldgroup Philippines.

In the midst of this controversy, the DOT expects a public apology from McCann over the negative feedback that the department has been receiving, owing to the glaring similarities between McCann's "Sights" ad and South Africa's ad released in 2014.

We also wish to announce that we will reopen the procurement process for the production of a new advertising material which will be consistent with the current slogan... "It's More Fun in the Philippines."

Thus, we encourage those with fresh and original ideas that will showcase our diversely-rich tourist destinations and the unique Filipino hospitality to join this venture.