[PHOTO AT LEFT - Vice President Jejomar C. Binay (center) and Tourism Secretary Alberto Lim (left) offer a toast during the launching of the new Philippine tourism brand 'Pilipinas Kay Ganda' ('Philippines So Beautiful') on Monday. (Photo by MICHAEL VARCAS)MANILA, Philippines]
MANILA, NOVEMBER 17, 2010 (BULLETIN) The Department of Tourism (DoT) has unveiled the Philippines' new slogan that depicts the country's warmth and hospitality.
The new slogan called "Pilipinas Kay Ganda,'' which replaced "WOW! Philippines,'' was launched before members of the tourism industry and honorary guest, Vice President Jejomar Binay.
The new brand carries both visual and verbal idioms of the beauty of the Philippines through the tagline "Pilipinas Kay Ganda" and a colorful logo that incorporates a coconut tree, sun, and tarsier to depict the country's unique tropical beauty and sunny dispositions.
Tourism Secretary Alberto Lim cited "Pilipinas Kay Ganda" as reflective of the optimism being represented by the new administration.
"The new Philippine brand will be the centerpiece of our tourism promotional programs and advertising campaigns in the years to come. It is in keeping up with the President's philosophy of public-private partnership," Lim said.
Lim also revealed that although the brand had elicited mixed reactions because of its radical departure from what is currently done by neighboring countries; it is relevant, distinctive, and believable.
"The real challenge is how to make the Philippines attain a competitive identity that differentiates it from what our neighbors are claiming to be. We need to be more daring in expressing our brand, if we are to rise above the clutter," Lim said.
Lim is hopeful that by using the vernacular language for the tagline, every domestic and foreign tourist will tend to mouth the phrase in same way Hawaii has successfully popularized the expression "Aloha" in a global scale.
But before unveiling the brand concept and logo, the Tourism chief said the marketing campaign is still a work in progress.
"Before we commit to the production and placement of commercials, we would like to share the emerging new brand to everyone first. The Filipinos inputs in supporting and promoting the brand will help strengthen the brand even more," Lim Said.
The brand, according to Undersecretary for Planning and Promotions Vicente Romano III, may still go through some refinements based on the feedbacks from market testing and Focus Group Discussions that will follow.
Brand activation programs and advertising campaigns will be developed and will be rolled out.
Tourism industry unimpressed with new DOT slogan By Mayen Jaymalin (The Philippine Star) Updated November 17, 2010 12:00 AM Comments (5)
(STAR) MANILA, Philippines - The local tourism industry appeared unimpressed with the new Philippine tourism slogan "Pilipinas Kay Ganda," which the government launched Monday in a bid to lure more foreign visitors to the country.
According to Alejandra Clemente, president of the Federation of Tourism Industries of the Philippines Inc. (FTIP), the Department of Tourism (DOT) should have thought of a catchier phrase that would get the attention of the international market.
"The slogan did not ignite much excitement. Maybe they rushed in coming out with a new brand. But what we need is something that would create a great impact," she said.
Clemente said she had the impression that the latest tourism promo was simply lifted from the "WOW Philippines" that really stirred the foreign market and generated a lasting impression.
"Although DOT did not use it too much in their marketing campaign in the past years, WOW Philippines is still being remembered. Because in the beginning of the campaign, it was wow… impressive," she said.
In an online forum, many bloggers also aired disappointment over the new slogan, saying it was unimaginative and unlikely to connect with foreign tourists.
Clemente pointed out many foreign countries do not change their tourism slogans.
Clemente though said the tourism industry would be willing to support the DOT's efforts and programs to overcome the negative impression of the country that discouraged many tourists from visiting the country.
Tourism Secretary Alberto Lim said the new brand focused on the beauty of the country and was reflective of the hope and optimism of the new Aquino administration.
Even before the new slogan came about, Lim clarified the centerpiece of the country's marketing campaign was "still a work in progress" since the tourism industry's inputs would be considered to strengthen it.
Lim conceded the tourism sector had a negative impression and was resistant to the new slogan, which he said was a "radical departure from what our neighbors are doing."
While every country is trying to own an English word or phrase as a brand description to promote itself, Lim said the Philippines decided to use the vernacular to express national pride and rise above the competition.
Lim explained the new concept adhered to the criteria of Simon Anholt, foremost authority on nation branding, that positioning a country's brand or image should highlight attributes differentiating it from other nations while being relevant and believable.
The new brand carries both visual and verbal idioms of how beautiful the Philippines is through the tagline "Pilipinas Kay Ganda" and a colorful logo that incorporates the coconut tree, sun and tarsier to depict the country's unique tropical beauty and its people's sunny disposition.
Lim said the government of Singapore also encountered opposition when it launched a new slogan three years ago, yet they expanded the market as a result of the new brand.
"We need to be more daring in expressing our brand, if we are to rise above the clutter," Lim said.
Lim also ruled out the option of rehashing the eight-year-old Wow Philippines campaign, which dates back to when former senator Richard Gordon headed the DOT.
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