There’s too much noise in social media regarding the Department of Tourism’s new come on slogan, “Pilipinas Kay Ganda,” and how much of a fail it is. Other than “Pilipinas Kay Ganda” sounding like the title for a tv show, here are the reasons, in my humble opinion, think it will fail.
It’s not catchy enough
The slogan should make an impact in order to achieve successful brand recall. “Wow Philippines” was successful because it was short, explosive, and it connotes a positive meaning.
“Pilipinas Kay Ganda” seems so aged in comparison.
It’s not in a universal language
Aren’t we supposed to be targetting a foreign audience with this ad campaign? Since the slogan is in Filipino, it will just make them scratch their heads. I don’t think they will be curious enough to exert effort in translating the phrase.
The domain is horrible
The web address of the new campaign is http://beautifulpilipinas.com. Another website, http://beautifulfilipinas.com will redirect you to a porn site! Also, beautiful pilipinas sounds like a mail to order bride website.
The Philippines doesn’t have enough budget for DOT to launch a new campaign. Secretary Rogelio Lim admitted it. That’s why I’m wondering why they believe there is a need to “create a new buzz” for Philippine tourism. We will need a big budget for this campaign.
Because the foreigners will need to know what “Kay Ganda” means besides wondering why Philippines is called Pilipinas. A substantial advertising budget will be needed for this because spreading of information doesn’t come for free. Unless it becomes viral, but I doubt this campaign will become one.
I suggest combine Richard Gordon’s “Wow Philippines” and Ace Durano’s “Take Me To The Philippines” campaigns. Use the “Wow Philippines” slogan and then Durano’s more modern approach to tourism which is what he did when he enlisted Apl de Ap’s (of Black Eyed Peas) help.
The video above is very catchy but fails to showcase our land’s beauty because of the heavy graphics. Re-editing the video wouldn’t cost DOT much. After re-editing, they can show it again on international channels.
Locals are not behind it
Locals, such as myself, do not approve of this campaign. I believe in positive and negative energies and because this “Pilipinas Kay Ganda” is generating a lot of negative energy, outsiders will sense it.
What we really need is to make our country safer
The prevalence of crime and chaos, be it real or imagined— is really putting off foreigners from visiting the Philippines. Even if we allot a trillion dollars for a tourism campaign, media blitz, and hire the best PR firm, it will be futile if potential tourists know they wouldn’t be safe when they travel to our shores. By safe, I mean nobody will try to con them, charge them a higher taxi rate, steal their belongings, hold them up, or kidnap them. They would rather go to a safe but less beautiful country rather than risk a vacation from hell.