I was in a cab this afternoon and I was forced to listen to Ted Failon grill the DOT person (forgot if it was DOT Sec) about the new tagline.
Failon was asking the DOT person why they changed the tagline and the person on the phone was explaining that it was to revamp the image of the country after all the negative press about us. In the end Failon encouraged the DOT person to "pag-isipan po natin ng mabuti yung mga tagline-tagline, hindi po kasi madali gawin yan, eh"
Then right after the guy hung up, they started bashing the new tagline. Good job, Failon, VERY PROFESSIONAL! hahaha
Everyone's talking about the "Pilipinas Kay Ganda" now.
OK, I get it. It's motherfucking crappy!
And yeah, I think we can all come up with something better and wittier and smarter.
I get it. And I think we all get it, DOT needs a copywriter.
But I think all the sarcastic remarks, all the jokes, and all the energy poured over the tagline is a waste. For one, it's not as if "Wow Philippines" was actually a good tagline that it DOES NOT require a replacement. Also, it's not as if a REALLY amazing tagline wiill improve Philippine tourism! DUH!
In the Philippines where almost every accessible province's idea of a tourism spectacle are "festivals", which are actually very poor executions and alternatives to street parties, I'd say we're in deep shit. Put the recent Bus hostage taking on top of that, and the international notion that Filipinos are mostly household helpers, and our airports' outdated and unwelcoming look, the capital city's abhorring state, and the Philippines general lack of cultural identity (which in my opinion is why our tourism is not as strong as our neighboring SEA nations and our fellow third-world countries)... I'd say it will take more than a kick-ass branding and tagline to solve our tourism problems.
My two cents: Let's just face it this tagline is, much like anything the government manages to come up with: not well-thought of and crappy. Now let's move on and focus on the bigger and more important issues.
People of the Philippines, you really wanna help DOT? let's start with ourselves: how about being more disciplined? How about having a bit more Pinoy pride? How about exploring your country first before flying off to HK and SG?
I've said my peace, that's it.