The Department of Tourism (DOT) tagline “It’s More Fun in the Philippines” is one of the many popular of memes in the Philippines. The slogan created for the DOTC by advertising firm BBDO Guerrero/Proximity Philippines harnesses and addresses the Filipino’s innate sense of humor as well as Pinoy pride. According to DOT Secretary Ramon “Mon” Jimenez Jr., the slogan answered the fundamental question, “Why the Philippines?”
Shortly after the slogan was revealed, social networking sites were flooded with netizens’ contributions to what they thought makes the Philippines “more fun.” Everything about Philippine culture was highlighted. Images of Bayanihan with the witty line “change of address,” sabong or cockfight (Angry Birds”), Lechon (Planking) and swimming with whale sharks (hitching a ride) quickly went viral.
The photos spread like wildfire and to this day, the best of these are still shared online and used by the DOT itself in their campaign efforts. A compilation of user generated contributions can be found on the website www.itsmorefuninthephilippines.com.
Anyone can make their own “It’s More Fun in the Philippines” meme by uploading a photo and inserting a witty line of why the Philippines is more fun at www.morefunmaker.com