President Noynoy finally scrapped out the “Pilipinas Kay Ganda” campaign after the Department of Tourism received overwhelming opposition from various fronts – including me. (Ehem). Now, we’re back to “WOW”.
That’s a good indication that the president listens to the people. After all, he wouldn’t want his administration be tarnished with a lousy tourism campaign after a botched hostage crisis. Maybe the next brand positioning should be about a secure corrupt-free Philippines. But if that sounds like shooting for the stars, let’s highlight the country’s beauty instead – beautiful places to visit and settle in, hospitable people, health tourism (every corner has a spa or a beauty salon offering collagen implants, slimming body wraps, glutathione injections, facial care, massage therapy, pedicure, manicure, etc.), world-class malls, and forex (almost everything here is relatively cheap if you are a dollar-earner). Instead of Ricky Reyes, let’s have Venus Raj. Have Lea Salonga or Charice sing the jingle.
Let’s have a serious campaign this time. The country has been the butt of most international jokes.
Oh, I’ve heard about this slogan circulating the newswires lately. It was a move to replace Gordon’s brainchild “Wow Philippines”, which the new tourism secretary Alberto Lim said was “old” and they need a new branding to standout in the international scene.
Therefore, Pilipinas Kay Ganda. Or “Philippines So Beautiful” if you are to translate it to a a foreigner. Hmmm. Who the heck among them white or black folks living in the north or south poles could translate it? Are we going to put subtitles to its TVC? Why bother? Why not go straight to the point?
The campaign failed to answer the most basic marketing question: Who is DOT marketing to?
“Uniquely Singapore”, “Amazing Thailand”, “Incredible India”or “Malaysia Truly Asia” have been airing over BBC and CNN channels on frequent doses to capture holidaymakers who usually prefer warm tropical climate over blizzards and below zero temperatures. So far so good. These countries have been successfully attracting tourists. They understood what these messages meant. There’s a guarantee right way that it won’t be a trip to hell. But “Pilipinas Kay Ganda”?
Since a 15 or 30-minute TVC on these channels would cost a fortune, it is but wise to speak a universal language and get the message across minus all unnecessary blunders, like slogans only Tagalog-speaking Pinoys can understand. “Pilipinas Kay Ganda” sounded like the morning show “Umagang Kay Ganda”, “Pilipinas Game KNB?”, a porn site, websites selling a variety of goods from real estate to discount cigars sale. Someone said beauty salon because Ricky Reyes was in it. That I have to check.
Why fix the old slogan “Wow Philippines” if ain’t broke? Infusing more budget to tourism advertising and getting one of the top advertising agencies to do the job would work rather than spend so much on soft launching a brand which would ultimately rot in the end.
Finally, the Roman Catholic bishops are about to be kicked out of our bedrooms.
They can now pack and have their Branson vacations, and leave family planning in the hands of the couple and the state. Oops, here’s the funny thing. What makes these celibate bishops credible speakers of family planning? Unless Father Damaso is alive and still kicks ass.
We’ve been like hostages of the church for centuries, dictating how to run our lives based on the rules set by the Pope who they deemed infallible. They have invaded our minds, then our bedrooms. Not that everything they said was bad, but there are matters that also require common sense. Example, we can no longer allow couples to procreate irresponsibly like it was in the post-Holocaust era. This country today is already overpopulated and majority of us live below poverty line. Our resources and opportunities are diminishing as a direct result.
Fathers, we have lost most of our agricultural lands to house 90 million people. Is it any wonder why we import rice these days?
Support the Reproductive Health Bill.
