Pilipinas Kay Ganda : falls short of the entertainment value of dora the explorer

I am no VIP but going to the official launch of Department of tourism's new campaign last night dubbed PILIPINAS KAY GANDA made me feel that I wasted my time. All I felt was discomfort and nervousness.I was uncomfortable because I thought the logo is so childish and downright elementary, nervous because I am hoping this new campaign will not put taxpayers money down the drain on a tourism gimmick which is the worse in my memory.

I am not exaggerating, all of the people around me, both those who were at the launch last night at Oceana Restaurant San Miguel By the Bay and those who are closely monitoring it online are unanimous with their opinion----- It's a crap. It pales in comparison to DORA THE EXPLORER......

 Was it because I was pessimistic even before going to the event? I don't think so. Whoever is in his right mind would feel the same way upon hearing it. PILIPINAS KAY GANDA? I thought it was actually inspired by the new tv variety show in ABS-CBN  Pilipinas Win na Win!!!! Some even thought Vice Ganda was behind all of this.

Well, I though Holy crap, but we'll see, let's give it a chance. That's why I showed up last night. So are the words of the secretary of Tourism Bertie Lim.

""...a rebranding exercise by a nation is met with stiff resistance""

He was quick to mention Singapore as an example. Well, Singapore's

campaign is miles better than this!! While it is true that Singapore was successful in repositioning itself as a business destination to one where you can work and play, this Pilipinas Kay Ganda campaign doesn't add up. How do you expect to communicate to foreign tourists with this Tagalog/ Filipino tagline? Unless you want isolate them all the more.

""....a country's brand is about highlighting the attributes that differentiate it from other nations. But the points of difference must be relevant, distinctive and believable."" 

--it is relevant but naive. distinctive but forgettable, and completely not believable because it's poorly made!!!

What's with the song?

.......while I have great admiration for Ryan Cayabyab, the song in the tune of Kay Ganda ng Ating Musika doesn't add up. Is this the influence of Korean movies finding their way in mainstream movie industry with all their subtitles? If we want their (international tourists) attention focused on the beautiful pictures flashing on their tv screens, why put a song which requires them to read subtitles like in a videoke?

So why not stay with the old brand---WOW PHILIPPINES? the secretary says

"'...a new brand always generates a buzz that  translates to more media mileage for the same promotional budget""

---I say, this will definitely create buzz as it did last night and today. Because it is lame and laughable. But it will not go beyond that. When people around the world see the advertisements of other countries, say AMAZING THAILAND...they will never remember our ad the next day.

the food served didn't even have anything Filipino at all.....

The blogging community unhappy!!!

All bloggers I talked to are outraged by this new tourism campaign. With a theme as lame as this who wouldn't raise concern? I actually thought bloggers were invited to at least solicit some feedback. Not. I seriously think some travel bloggers have better ideas.

""UK's brand --Cool Britania died 4 years later because it didn't generate critical mass support from among it's leaders and citizenry""

I doubt if PILIPINAS KAY GANDA would generate support among our people. It's cheap. How can Filipinos even feel proud about it? We were all smiles in the photo below because of being together not because of the campaign. Let's be clear on that.

 

with other prominent bloggers , from left: thecreativedork, pusangkalye, azraelsmerryland, micamyx, atheista and lakwatsero on far right. Brian Ong--behind

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Good thing the tourism secretary mentioned in his speech...........

" ...but I must quickly add that this is not complete, in the sense that we have yet to develop the campaigns. Nor it is final. We still have to do market testing and FDGs to refine the brand. At best, it is still a work in progress"

That for me is a sigh of relief. After last nights overwhelming objections to the campaign, I hope they drop it altogether. Why not stay with WOW PHILIPPINES: More Than The Usual theme? I find it classy and fitting to the paradise destinations that this beautiful country can offer.

Hope you find time to watch these videos. I already miss the Wow Philippines brand....

So WHY compare to DORA the explorer?

.....because the campaign is so childish. I hate the coconut tree with the smiley serving as the fruit. pambata. Maybe they want to lure kids. The approach is to excite kids so they would force their parents to go to the Philippines like what they do when they want to watch a movie. The problem is, when it comes to choosing a vacation destination, its an ADULT THING......worse, kids might even find Dora the Explorer more catchy....

To secretary Bertie Lim, please pay attention to the feedbacks. Just reinvigorate the WOW PHILIPPINES campaign. That's the best decision you can make for the future of tourism in this country......

From your own words Mr. Secretary ""no one can argue that our motherland is beautiful"" yes, yes, yes!!! It is. So please let's give justice to it!!!