The Department of Tourism launched the re-branding the tourism campaign for the Philippines last night. Basically the DOT want to depart from the “WOW Philippines” marketing plan and possibly make it to “Pilipinas Kay Ganda”. The whole marketing plan is still not final yet and still open to fine tuning. I’ve been hearing this from my social network and initially, me thinks it’s mehh. I went to the launch the other night to see it for myself.
The DOT feels that this is a radical change compared to other Asian countries who are already using ownership of English words i.e. Malaysia: Truly Asia, Incredible India, Amazing Thailand, Your Singapore, Charming Vietnam, etc… DOT Undersecretary Romano III says that “using our own native name and the local vernacular to express our national pride and tell our story in our way to make it rise above the competition”. Yes it’s true, we’re being radical here by using our own language in promoting the Philippines, no problem with that. I think that it’s actually a good idea but it seems that “Pilipinas Kay Ganda” does not give the “ummph” to the locals moreover to the international community. A lot of people actually think that it sounds like a game show, something like “Pilipinas, Game Ka Na Ba?”.