SLOGAN / NOY PITCHES DOT SLOGAN
[PHOTO - President Benigno S. Aquino III exchanges
views with Cebu Pacific Air, Inc. President & CEO Lance Gokongwei during the
Philippine Academy for Aviation Training Incorporated groundbreaking ceremony at
the Clark Freeport Zone in Pampanga on Tuesday (January 24). The aviation
academy is scheduled to start operations in the third quarter of 2012 and
represents an approximate US$ 50 million joint investment. In photo are DOTC
Secretary Manuel Roxas II, JG Summit Holdings, Inc. Chairman Emeritus John
Gokongwei, Jr. and Canadian Parliamentary Secretary to the Minister of Foreign
Affairs Deepak Obhrai. (Photo by: Ryan Lim / Malacañang
Photo Bureau).]
CLARK, FREEPORT,
JANUARY 26, 2012 (INQUIRER) By
Christine O. Avendaño, Tonette Orejas —President Benigno Aquino III had fun
with it, too.
For the first time, Mr. Aquino mentioned in a speech the government's new
tourism slogan, "It's more fun in the Philippines." He wove it into his lines
with relish—not just once, but four times.
Speaking at the groundbreaking ceremony for a new aviation school here, the
President played around the catchphrase as he formally welcomed the Canadian
firm CAE as the partner of Cebu Pacific Air Inc. in establishing the Philippine
Academy of Aviation Training (PAAT).
"I hope that you're not too busy with work to experience for yourselves just
how much fun it is indeed in the Philippines," he said, drawing applause from
the audience that included JG Summit chairman emeritus John Gokongwei Jr. and
his son Lance, the airline company's president and chief executive officer.
"In the spirit of the campaign recently launched by our Department of
Tourism, soon we will be able to say that even aviation training is more fun in
the Philippines," he later said.
The third mention came a few minutes later: "Rest assured that our
administration will do what we can to make certain that companies—from both here
and abroad—will continue to find good reason to invest here, (with) our highly
qualified and talented personnel, a market that is beginning to realize its
potential, and of course, the Filipino's hospitality and light-heartedness. It
is, as we say again, truly more fun in the Philippines."
And then the fourth: "It is more fun in the Philippines, but we remain aware
that achievements are built on hard work and excellence."
Somewhere along the speech that lasted just a little over seven minutes, the
President noted that the slogan "seems to be repeated often this day."
And after making a segue to the slogan for the third time, he said: "I hope I
earn my pay by Secretary Mon Jimenez today," referring to the tourism chief who
launched the now wildly viral marketing ploy on Jan. 6.
Best salesman
Jimenez, who was among the officials who accompanied the President here, was,
of course, smiling ear to ear. "I think at a time like this when you have a good
thing going, the President is your most important, most influential salesman,"
he told reporters.
The secretary observed that the President's timing was "very appropriate" and
that the spontaneity with which he delivered the line made it a powerful sales
pitch.
"(President Aquino himself) enjoyed using it, as you can see," he said.
In the speech, Mr. Aquino agreed with Jimenez's earlier reckoning that
selling the Philippines to tourists should be as easy as promoting a popular
local brand of fast-food fried chicken, owing much to the country's natural
wonders and the cheerfulness of its people.
Sign of confidence
Mr. Aquino hailed the $50-million PAAT as an expression of confidence from
companies like Cebu Pacific and CAE in the Filipinos' talent and potential.
"[PAAT] effectively cements our position as a hub for aviation training in
the Asia-Pacific region," he said.
In praise of Cebu Pacific, the President said the budget airline had been
"soaring from milestone to milestone," referring to the 15 million passengers it
served last year and now the establishment of the PAAT.
The school is the second Cebu Pacific project in Clark. The first was a
maintenance, repair and overhaul facility inside the Clark Civil Aviation
Complex.
Regaining FAA nod
The President also said the Civil Aviation Authority of the Philippines
remained focused on regaining its Category 1 status under evaluation by the
Federal Aviation Administration (FAA) of the United States.
"A positive outcome will result in the expansion of airline capacity, which
will redound to a healthier aviation industry, more mobility for our people and
ultimately a more vast and equitably progressive economy," he said.
The next FAA audit is slated next month, according to Jimenez. "They will not
audit you if you are not prepared," he said.
The President also recounted how the country's aviation industry had taken
off since the first flight by Filipino pilots Ernesto Arnaiz and Juan Calvo from
Manila to Spain in 1936 and the operation of its first terminal the following
year.
Soar high
"In four-and-a-half years, I want our country to progress in the same way the
aviation industry has done. What we want to do can be stated simply: We want to
change the way this country works. We want to improve the lives of our people.
And we want to put an end to corruption so that we can put an end to poverty,"
he said.
"If we all focus, if we do things we can and need to do, no matter how small,
if we always strive for excellence and we do not lose sight of our dreams for
this country, then surely we can soar higher than we already have. This is our
role and today we are a step closer to our shared aspirations of a progressive
Philippines," he said.
FROM MANILA BULLETIN
P-Noy pitches tourism slogan to attract tourists
By GENALYN D. KABILING January 24, 2012, 7:53pm
CLARK, Pampanga – For the first time since its launch early this
month, President Benigno S. Aquino III Tuesday finally rode the wave of the
"It's More Fun in the Philippines" slogan to attract more tourists in the
country.
Assuming his role as the country's top salesman, the President proudly
declared that aviation training, sightseeing, and investment opportunities are
more fun in the Philippines.
The President mentioned the country's "more fun" tourism slogan thrice in his
speech during the groundbreaking rites of the $50-million Philippine Academy for
Aviation Training (PAAT), operated by Cebu Pacific Air and the Canadian Aviation
Electronics (CAE), at the Clark economic zone.
Using the "more fun" slogan, the President invited the Canadian partners of
Cebu Pacific to enjoy the sights in the country. "I'd also like to welcome those
from CAE to the Philippines. I hope that you're not too busy with work to
experience for yourselves just how much fun this country is," he said.
"That's repeated too often these days," he added.
The President used the catchy tourism slogan again in hailing the
construction of the training facility for pilots and other aviation personnel.
"In the spirit of the campaign recently launched by our Department of Tourism:
Soon we will be able to say that even aviation training is more fun in the
Philippines," he said.
Aquino said the simulation-based aviation training facility will train
world-class pilots and effectively cement the nation's position "as a hub for
aviation training in the Asia-Pacific region." The training center will start
operations in the third quarter of 2012 and will train over 2,500 pilots
annually and other aviation professionals.
The state-of-the-art training center will be developed in consultation with
CAE's training facilities design team. (See related story on Business Page)
The President also mentioned the tourism slogan when he pitched for
the country as an investment haven due to skilled personnel and Filipino's
hospitality and light-heartedness. "It is, as we say, truly more fun in the
Philippines," he said.
"I hope I earned my pay from (Tourism) Secretary Mon Jimenez," Aquino said in
a jest.
To further boost tourism growth, the President underscored the government's
thrust of hastening reforms in the aviation industry, particularly seeking to
regain Category 1 status under the US Federal Aviation Administration.
"A positive outcome will result in the expansion of our airlines' capacities,
which will redound to a healthier aviation industry, more mobility for our
people, and ultimately, a more robust and equitably progressive economy," he
said.
The government's efforts to liberalize the aviation have also resulted into
very robust growth in both domestic and international air traffic, according to
the President.
Relative to this, the President said that the Department of Tourism has hit
the ground running in the implementation of the pocket open skies policy, citing
it has presented "convincing arguments" for foreign airlines to include the
Philippines in their Asian route expansion during a forum in Berlin.
"As Secretary Mon Jimenez has said, selling the Philippines should be as easy
as selling Chickenjoy. We are aware of how gifted our country is—from our
natural wonders to the inherently welcoming attitude of our people. Make no
mistake about it: we plan on capitalizing on these competitive advantages. Each
new job in the tourism industry takes on a multiplier effect, empowering our
citizens' financial capacity, allowing local businesses to thrive, and creating
even more jobs for the rest of our countrymen," he said.
Aquino said while it is true it's more fun in the country, he was aware that
achievements are built on hard work and excellence.
"Piloting an aircraft is not easy. But when we look back on the history of
flight, or on the history of human discovery, we see enduring and undeniable
proof that if we set our minds to it, and if we're willing to work hard each and
every day, then we can certainly achieve anything we set out to do," he said.
In the remainder of his term, Aquino said he wants the country to progress in
the same way the aviation industry has done. (With a report
from Franco G. Regala)
Chief News Editor: Sol
Jose Vanzi
© Copyright, 2012 by PHILIPPINE HEADLINE
NEWS ONLINE
All rights reserved
PHILIPPINE HEADLINE NEWS
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