'It's More Fun In the Philippines' creator and former DOT Secretary Mon Jimenez dies at age 64

The Philippine advertising, as well as the tourism industry, is at a loss for words as former Tourism Secretary Ramon “Mon” Jimenez died at the age of 64 today, April 27.

The sad news was confirmed by incumbent Secretary Bernadette Romulo-Puyat who said, “Today, we mourn the loss of Mon Jimenez but we will be forever grateful to him for the growth of the tourism sector and for promoting the Philippines as a place that is wonderful, joyous, and fun.”

His daughters Nina and Sassa also confirmed his passing in a statement sent to employees of Jimenez & Partners.

It said, “It is with profound sorrow that we confirm the passing of Ramon Jimenez Jr., 'Mon J' to his closest friends and colleagues. He died early this morning at his home (due to reasons unrelated to COVID-19).

“Mon Jimenez was a beloved husband, father, brother, friend, and public servant. He will be greatly missed. We wish to thank everyone for the outpouring of love and support for the family during this difficult time.”

Similarly, other political leaders also shared their grief on various social media sites.

In a tweet, Senator Kiko Pangilinan shared how the late Jimenez's tagline of “It's More Fun in the Philippines” resonated with Filipinos everywhere.

He shared, “Many will remember Sec. Mon as the man behind the famous campaign that took the world by storm. 'It's More Fun in the Philippines' resonated everywhere because he knew the heart of the Filipino. He loved and served his country well, in or out of govt. Rest in peace, Sec. Mon!”

Similarly, Sonny Angara also shared his grief over the loss of a former friend to whom he described as a “top advertising exec.”

He said, “We lost a good man today, a friend and former Tourism Secretary and top advertising exec Mon Jimenez.

“It was under his watch that we adopted the slogan, 'It's more fun in the Philippines” ... Rest easy Sec. Mon”

From 2011 to 2016, Ramon Jimenez served as Tourism Secretary under President Benigno Aquino III. He is credited for having crafted the slogan, “It's More Fun in the Philippines” which is still used to this day.

Prior to working as Tourism Secretary, Ramon Jimenez had decades of experience working in advertising and marketing having worked with brands such as San Miguel Corporation, Cebu Pacific, and Jollibee.

His company Jimenez & Partners is regarded as one of the top advertising companies in the Philippines to this day.