Philippine tourism officials defended a new marketing campaign from criticism that it copied a slogan used by Switzerland in 1951.
“It's more fun in the Philippines” is the new campaign slogan that was launched on Friday.
But social media websites were abuzz on Saturday of how it was used by Switzerland in a 1951 campaign to attract more visitors.
Tourism Secretary Ramon Jimenez Jr said the “Switzerland coincidence” only makes the new Philippine slogan “truer.”
“It's simply the truth about our country,” he said. “Don't be swayed by people trying to punch holes in it.”
Jimenez urged Filipinos to be more positive about the campaign to ensure that visitors have a fun and enjoyable stay in the country.
The Department of Tourism hopes to draw 4.2 million visitors in 2012, up from 3.7 million tourists that visited last year.
In November 2010, the department launched a new campaign called “Philippines, So Beautiful.” It was scrapped within less than a month when it came under a barrage of criticism for being uncreative and similar to a campaign for Poland. - Sapa-dpa