DOT to continue using ‘It’s More Fun’ slogan but in ‘subdued’ manner

The Department of Tourism (DOT) on Wednesday clarified it was not abandoning the past administration's "It's More Fun in the Philippines" slogan, even with the introduction of its new "Experience Philippines" campaign.

Assistant Secretary Frederick Alegre, however, said they have decided to tone down the "It's more fun" brand in its campaign, in light of the ongoing atrocities in southern Philippines, which had been placed under martial law after the Maute group tried overrunning Marawi City.

With the new "Experience Philippines" campaign, the Tourism official said the government has come up with a slogan that would better fit the current state of Philippine affairs, even as it recently released its TV ad, "Sights."

"[The launch of our tourism campaign was] already scheduled June 12, many months ago and then the Marawi incident happened. We cannot use in full view the word 'fun.' I cannot imagine [myself] talking about fun, the secretary (Wanda Teo) talking about fun during a situation when our hero soldiers [are fighting terrorists]... so we said, 'okay, let's put it there but subdued,'" Alegre said during the Kapihan sa Manila Bay.

"But it's still more fun. We haven't changed our slogan. But 'Experience [the] Philippines' [is] especially for retirees. Remember it's targeted to retirees. The aging population of the world. They have the money," he added.

He earlier explained that the target market for the newest ad was retired tourists, noting that over 27,000 registered retirees from 120 countries are currently residing in the Philippines.

The DOT launched "Sights" on Independence Day with a message encouraging tourists to experience the Philippines themselves.

However, just a few hours after its release, netizens took to reddit to point out the similarities of the former to South Africa's tourism campaign in 2014.

Both campaign ads featured a tourist, revealed to be blind at the very end of the spot.

Alegre earlier denied plagiarism accusations and defended McCann Worldgroup Philippines, the agency behind the campaign, saying that despite similarities, the latter was able to present the campaign in a different manner.

McCann, for its part, said that it had no intention of copying other campaigns and it would take full responsibility over the matter.

Meanwhile, Alegre enumerated the reasons why foreigners had decided to retire in the country.

"Our warm hospitality and we have healing hands. Secondly, the food... and thirdly, stretching their money. They're able to spend more and live better here in the Philippines," Alegre said. — MDM, GMA News