Had an interesting chat with DOT Sec. Mon J. – 32 hours ago.
He heard that I overheard what the new tourism slogan is and wanted to explain why they’re doing what they’re doing.
Agree. The new line is vastly superior to the short-lived, highly pilloried “Pilipinas Kay Ganda” nightmare. Which was, among other things… wallpaper, predictable, boring. Dreamed up by amateurs. Executed by amateurs.
(But, I’m sure a million detractors are waiting in the wings to proclaim that the new battlecry… sucks – even more.)
Back to the new slogan: there’s a short form (No. 1 for Fun)… and a full length version (“It’s more fun in the Philippines”).
From the looks of it, the slogan (and its execution) is definitely a 1st cousin – but a harder working one – of the “Wow, Philippines – More Than The Usual…” campaign which also came from the same ad agency that prepared this new dish – BBDO.
It puts the Philippines on a competitive (and fighting) stance and promises a commodity that is solid even with the most laughable infrastructure: F-U-N.
Best part, we get to OWN the word… a prerequisite for memorable advertising (i.e. Volvo = safety; El Al = hijack-proof; Datu Puti = asim; Rexona = long-lasting; Veto = B.O.)… and for compelling, bahala-na-si-batman social media experimentation.
The Secretary was going on and on about the logo – but the words just went from my right ear to the left. I don’t think an earthshaking logo (even if designed by Malang or Modesto or George Lois) has enough power to make a cynical, brainwashed-to-expect-the-worst tourist come to the Philippines.
I have attempted to engineer and construct the campaign based on our conversation. Sort of fantasizing what I’d do if I were the Creative Director tasked with translating the slogan into communications materials.
So here goes.
My personal interpretation of the campaign.
Deal with it: we will never, ever have the huge tourism promotions budgets of the Malaysias and Thailands of the world.
But though we can’t outspend them… we can certainly outsmart them.
Pinoy ata tayo!