Tourism Secretary Ramon Jimenez Jr., in an exclusive briefing for InterAksyon.com prior to today's public launch of the campaign, said the slogan created by advertising firm BBDO Guerrero | Proximity Philippines, answers a traveler's fundamental question, "Why [should I go to] the Philippines?"
"What differentiates the Philippines from every [other place] in the world, as we said from the start, is the Filipino. [It's] his special gift for transforming what is already a beautiful place into an unforgettable special place," Jimenez said. "You take two identical islands, put Filipinos in one, it’s going to be more fun there."
Also launched on Friday was a new logo, which is a "banig weave that forms the map of the Philippines. It's very colorful, very graphic, sa biglang tingin [at first glance], it's a pixelized version of the map. It has that very modern feel also," Jimenez said. President Benigno S. Aquino III, he noted, also gave his inputs on the colors. (Click InterAksyon for the rest of my piece. This was originally published on Jan. 6, 2012.)
UPDATES: No big deal: DOT, BBDO shrug off 'coincidental' Swiss campaign; Now 'fun' is ours
Obviously not bothered by allegations that the slogan isn't original, Pinoys have 'Fun' with 'More Fun in the Philippines'.