The Department of Tourism unveiled Friday morning its new tourism campaign dubbed "It's more fun in the Philippines." 

Tourism Secretary Ramon Jimenez said the campaign is simple and truthful and answers the simple question, "Why should I go to the Philippines?"

"Starting tmrw all Filipinos will hav a simple truthful ans 2 d question why should I go to the Philippines. "It's more fun in my country," the DOT posted on Twitter, quoting Jimenez. "We need a line that is easily understood. Competitive. More fun in the Philippines is true. Kering keri natin ang campaign na 'to," said Jimenez.  Jimenez showed reporters two logos, one for its national campaign and one for its international campaign.

The slogan for the domestic market is "#1 for fun Philippines." The international slogan shows "It's more fun in the Philippines."

'Fun tayo'

Jimenez said, "Everything's more fun in the Philippines. Planking more fun in the Philippines. Root canal more fun." He added, "Simple truth is always what works best when you want to persuade someone. We promise only what we can deliver NOW."

Jimenez also reminded Filipinos to get in on the spirit: "We should remind each other, 'O guys ah, funtayo, ngumiti ka, huwag ka um-attitude diyan!'"  The new campaign was conceived with the help of BBDO Guerrero | Proximity Philippines, but Jimenez was quick to point out: "This is not my campaign. This is not BBDO's campaign. This is not DOT's campaign. This campaign belongs to everybody." DOT also launched its new website for the campaign, http://itsmorefuninthephilippines.com/. 

On Friday morning, the hashtag #ItsMoreFunInThePhilippines became the top trending topic worldwide on Twitter. In the Philippines, the campaign also figured prominently on Twitter. The hashtag "#ItsMoreFunInThePhilippines" is leading, "#1ForFun" is 2nd, and "More Fun In The Philippines" is 5th as of posting time. "DOT" is 3rd and "Mon Jimenez" is 9th. Netizens quickly posted their reactions on Twitter within the hour the campain was launched, with some people saying they love its simplicity, while others said it lacks punch.