Ramon Reyes Jimenez Jr. (July 14, 1955 – April 27, 2020), often called Monet or Mon Jimenez, was a prominent Filipino advertising professional and public official. Born in Manila, he built a long career in marketing and creative communications before entering government. He served as the Philippines' Secretary of Tourism from 2011 to 2016 during the administration of Benigno Aquino III.
Career and professional approach
Jimenez spent decades in advertising and brand management, working with both domestic and international clients. Known for prioritizing storytelling and a modern, experience-driven approach to promotion, he favored campaigns that highlighted culture, hospitality and distinctive visitor experiences. His background in commercial advertising influenced his emphasis on clear messaging, visual identity and market-oriented promotion when he moved into public service.
As Secretary of Tourism (2011–2016)
Appointed in 2011, Jimenez led the Department of Tourism at a time when the Philippines sought to increase international visibility. He is widely credited with developing and popularizing the slogan It’s More Fun in the Philippines, which became the central theme of the country’s international tourism campaign. Under his leadership the department expanded digital outreach, used social media to reach niche markets, and focused on branding that presented the country as a friendly, experiential destination.
Initiatives and priorities
- Branding: Consolidated a single, recognizable tourism slogan and visual style for international markets.
- Digital marketing: Emphasized online platforms and social media to engage global travelers.
- Community awareness: Promoted tourism as a source of local employment and cultural exchange.
- Public–private engagement: Worked with industry groups and local governments to coordinate promotional efforts.
Observers and colleagues noted Jimenez's ability to translate advertising techniques into public-sector promotion, creating campaigns that were both commercially savvy and culturally resonant. He also encouraged simpler, more consistent messaging across regional and national initiatives to strengthen the country’s identity as a travel destination.
Legacy and death
Ramon Jimenez Jr.'s tenure left a lasting mark on Philippine tourism marketing; the slogan and the campaign style he championed continued to influence promotion after his term ended. He died on April 27, 2020 in Manila at age 64. Tributes highlighted his role in bringing a professional advertising sensibility to government promotion and for raising the visibility of the Philippines in global tourism conversations.
Notable facts: Jimenez brought private-sector branding practices into public tourism work, promoted digital-first outreach, and helped create one of the Philippines' most recognizable tourism slogans.