Lonely Planet calls the Filipinos “among the most easygoing and ebullient people anywhere.” That’s right – not just happy or bubbly, but ebullient, like extremely enthusiastic and just about to burst with energy. It is perhaps not surprising then that the Department of Tourism (DOT) came up with a new tagline along the same line for its tourism campaign:
It’s more fun in the Philippines.
The line “it’s more fun” has been used in a Swiss ad before in a straighforward context (see photo below). There’s also the sarcastic “It’s more fun in Alcatraz,” referring to a former US prison.
For the Philippines, the DOT added wit and humor in its execution. In its website www.itsmorefuninthephilippines.com , it launched the tagline in sample photos:
While the more popular tagline “Wow Philippines!” is still well-loved, I think the new one is really promising. There has been increasing involvement of the Filipinos, particularly bloggers, who have made their own tourism photos. There’s even a website now that allows anyone who has a photo and a caption in mind to make his own. It has become a new meme, so much so that I decided to take a whack at it as well!
Unfortunately, I don’t have Photoshop, so I had to make do with the simplest photo editing application. I downloaded the harabara font and (virtually) rummaged through my hard drive for travel photos, and voila!
Methinks that with enough budget and proper implementation, this thing just might work.