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12/05/2012: PHILIPPINE TOURISM SECRETARY LAUNCHES TOURISM CAMPAIGN IN THE U.S.

Posing with Ambassador Jose Cuisia (2nd from left) and Tourism Secretary Ramon Jimenez (3rd from left) are (l-r) Tennessee Department of Tourist Development Commissioner Susan Whitaker, Congressman Steve Cohen, and Memphis in May Festival President James Holt.

12 MAY 2012, MEMPHIS, TENNESSEE. Speaking before leading Memphis officials at a luncheon yesterday at the city’s historic Peabody Hotel, Philippine Tourism Secretary Ramon R. Jimenez, Jr. delivered a well-applauded presentation on the country’s new tourism campaign, “It’s More Fun in the Philippines.”

Secretary Jimenez disclosed that in coming up with the new slogan, he wanted to capitalize on the Philippines’ greatest asset – the warmth of the Filipino people.  He said fun is a function of being with somebody else, and that the beauty of the islands is better appreciated because of its people’s hospitality and friendliness.

The Tourism chief remarked, “the current Philippine government is the most tourism-oriented administration in the country’s history.”  He added, “the biggest obstacle to growth in Philippine tourism is plain and simple ignorance.”

Secretary Jimenez also pointed to the country's social media mad population, who is happy to help.  He revealed that the response to the new tourism campaign was resounding and said that within hours #itsmorefuninthephilippines became the number one trending item on Twitter.  Moreover, Facebook pages were filled with homemade ads popping up.

Among the VIPs in attendance were Congressman Steve Cohen of Tennessee’s 9th congressional district, Shelby County Mayor Mark Luttrell Jr.,  Tennessee Department of Tourist Development  Commissioner Susan Whitaker, Memphis City Councilman Myron Lowery, and Memphis in May Festival President James Holt.

Secretary Jimenez was appointed to the position in September 2011.  He has been in the field of marketing communications for a total of 35 years, and is considered one of the pillars of Philippine advertising.  He has spent most of his professional career as a writer, creative director, or executive of the country’s top advertising agencies, even founding and serving as CEO of JimenezBasic.  Before his appointment, he was Joint Chief Executive Officer and Senior Consultant at WOO Consultants, sharing his expertise with a number of successful corporations. (END)