Department of Tourism Rips Off an Old Swiss Ad for Its New Campaign?

The Department of Tourism has launched its new campaign on Friday morning, January 6, with the slogan "It's More Fun in the Philippines."

The new campaign of the Department of Tourism (DOT) has a corresponding website which can be found at:

The pitch, according to Department of Tourism Secretary Ramon Jimenez Jr. gives weight to the people of the Philippines and not just on its captivating tourist spots. The website says: “It’s the Filipinos that will make your holiday unforgettable.”

The slogan of the campaign with the hasttag #ItsMoreFuninthePhilippines became a trending topic on Twitter worldwide just minutes after it was launched as Filipino netizens here and abroad made it a viral meme.

However, it was discovered on Friday afternoon that the new slogan of the Department of Tourism is similar with the slogan used in a 1951 Swiss ad for tourism:

Does the Department of Tourism commit plagiarism anew or it’s just a mere coincidence?

According to the dictionary, plagiarism means:

1. A piece of writing that has been copied from someone else and is presented as being your own work

2. The act of plagiarizing; taking someone’s words or ideas as if they were your own

It can be remembered that President Noynoy junked the previous DOT slogan–“Pilipinas Kay Ganda”–in 2010 after it was alleged that the logo was copied from Poland‘s official travel website.

Will this new slogan suffer the same fate after the discovery?

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