When I first saw the new tourism brand, It’s More Fun In The Philippines, I was like “wow, that’s funny!”. After a year of research, the DOT boys can only came up with this? I was totally dismayed. It seemed too plain, too lame and too generic - at least, until I saw the promotional photos, the leaked video, the website and read the future plans of Mr. Secretary. It may not be as brilliant as “Wow Philippines” but it’s not cringe-worthy. Being too generic could actually work out in our advantage if done right.
Then someone released the bomb: a Swiss poster using the same tagline, well, “It’s More Fun In Switzerland”. As expected, passed on by tweets on Twitter and statuses on Facebook, the old Swiss poster suddenly became the toast of town. Angry, flabbergasted netizens flooded every social networking site there is. I read some comments that they find this mediocre; some say a copy cat. But I think some people (read: haters) overreacted over that old Swiss ad. Seriously, I don’t think there’s need for us to make a big fuss out of it.
First off, like what I said, the line “it’s more fun in” is too generic. Anyone can use it. So it’s not surprising if it may have been used before. And it was.
Second, the Swiss poster is not even a campaign; it’s just for an advertisement. And anyone who went to school knows the difference between the two. It’s not that hard, right?
And my gosh, the ad was used in the freakin’ 1950s. That’s more than half-a-century ago for crying out loud! Seriously, who remembers that one? I doubt that the Swiss knows that they used that before.
I don’t think it’s plagiarism. I think it’s a mere coincidence that really means nothing in the end. Some stupid people just wanted to find holes in it. They search deep into details that are not significant and unnecessary. Some even came up with a brilliant idea: drop the 5.6 million-worth brand. *start of rant* Seriously people? Are we gonna spend the six years of this administration trying to come up with the most brilliant tourism brand? Why not we just let this one go so that the DOT can start with the campaign? *end of rant* Seriously the intellect of some of these people is totally questionable.
Some also suggested to just revive the old “WOW Philippines”. In my opinion, we shouldn’t. Though I admit that it’s the more creative slogan with all that wow acronym stuffs, the line seems to be a jargon to some foreigners. “The Philippines went with WOW Philippines which said absolutely nothing about their country. WOW WHAT? A few more words won’t hurt. Wow naman pare. Wow talaga. LOL. I’m almost pretty sure the one who came up with it was holding a bong! The old Pearl of the Orient is one of the best I have ever heard.” ~ Pisanu, Thai-Belgian blogger (bisean.blogspot.com). Besides, the campaign was poorly executed. I barely saw its ad spots on the television unlike the “Amazing” or the “Truly Asia” ads that were being advertised every 5 minutes and 36 seconds. And besides, the former website makes me wince.
Hell, enough with the bad vibes. I told you that I wasn't satisfied with it at first but slowly fell in love with it as I walked through the possibilities and here are the reasons why.
7 reasons why I think the new brand and the campaign could work out
1. With billions of words tossed every minute of every day, I’m glad they chose “It’s More Fun In the Philippines”. The idea of making a tagline is pretty brilliant. It’s what will make us stand out. It is not as conservative as what you might prefer but it does set a different tone than existing slogans. So thumbs up DOT.
2. The slogan itself is a good punch line. It can be an actual part of a conversation. It comes out naturally, not forced. And what I also love is how I can use a bunch of lines as a segue into the slogan. I’m just wary that some stupid people may end up using it to a negative or sarcastic effect.
3. And the banig-inspired logo? Ah, I can’t think of a more perfect logo. I really don’t mind if the country is in color yellow. It’s well designed and not a pain the eyes. It gave the whole look a different effect on the viewer. Again, a breath of fresh air.
4. The website is also commendable. It gave me a festive-vibe. I dunno, maybe because of the banderitas and all which I think totally captures the feel of our country. I can’t wait for it to be officially launched. Excited much. I hope they would provide more-specific information about our attractions like tour packages, hotel accommodations, convenience of transportation and stuffs. Online reservations would be a plus, too.
5. What I personally love about the new campaign is that it encourages people to be part of the whole campaign. It’s a silly but a brilliant idea. Personally, I had fun tweeting about it. I can extend it anyway I want. Yes, we may not have the tourism budgets of the Thais, Singaporeans or Malaysians but we have Twitter and Facebook users – tons and tons of it.
6. Mr. Secretary himself. I love the way he defended his work, no “yung satin mas makulay, may tarsier at may sun” bs. It shows maturity. This only happens when you have competent people in the government and not a bunch of air-heads. Hear that President? And he has a twitter account, yay!
7. And if you people don’t know, there's such thing as “truth in advertising”. The line maybe simple but it’s honest and direct to the point. No bs or whatsoever. Overly pessimistic netizens won’t succeed for the simple reason that the line is so real, it’s so us. I, and every Filipinos around the world, knows that “It’s More Fun in the Philippines” so don’t argue.
I think this is worth giving a try. Of course, it takes much more than a catchy slogan to bring tourists to our shores but I think if the slogan is the start, then this is a great start. I’m really excited for the international launch in April. I can’t wait for the promotional vid to be released. (For the record, I love “Forever Young” and “If you’ve waiting, you’ve been waiting for long” ads, both from NZ.) I hope that they can come up with a song that can go viral. And if “It’s More Fun In The Philippines” is shouted by a celeb at the end of a highly-stylized commercial, all the better!
Give the new slogan a rating: (+/-)
A. I can’t think of a better slogan. Two thumbs up DOT!
B. It’s million times better than the previous attempt but still WOW Philippines is the bomb.
C. Nice try guys. Back to the drawing board.
D. WTF, Pilipinas Kay Ganda for the win!
E. Fuck you DOT! Bow.
Shameless plug-in. :)
