[6] Jimenez had also been the vice-president and executive creative director at Ace-Saatchi & Saatchi Advertising from 1988 to 1989, and also a consultant for marketing of the Ninoy and Corazon Aquino Foundation.

Speaking to Malacañang reporters in a press conference aired live on radio and television less than 24 hours after President Benigno Aquino III announced his appointment, Jimenez said he would “galvanize the DoT [Department of Tourism] into an honest to goodness selling unit whose “ultimate goal” would be “not only to improve statistics but also ensure that the endeavor would be fulfilling and profitable for Filipinos”.

He vowed to make Philippine tourism the “people’s business” and that the country with its picturesque destinations should be “as easy to sell as Chickenjoy”.

[18] According to a report in Business Week Mindanao, as head of the tourism department after September 2011, an initial challenge for Jimenez was to come up with a catchy tagline to promote travel visits to the Philippines to compete with tourism campaigns for nations such as Brazil and India and Singapore.

[10] Jimenez died on April 27, 2020, at the age of 64, according to a statement released by Department of Tourism Secretary Bernadette Romulo-Puyat.