tourism’s epic FAIL :(

17 November 2010

heard about the new (now dropped?) tourism campaign through carlos celdran who was at the launch and was tweeting his dismay over the new slogan ‘pilipinas kay ganda’.   talaga naman.   in what world do these “creatives” live.

napaka-basic: ‘philippines’ for instant recognition, hindi yung mag-iisiip pa ang mga dayuhang turista, ano daw yon?   lalo pa ngayon na matunog na matunog ang ‘philippines’ salamat kay pacquiao, it’s crazy, it’s stupid, to even be thinking ‘pilipinas’.   until these “creatives” can come up with something better, let’s stay with ‘wow philippines’, whose logo can be tweaked, upgraded every which way.

i didn’t catch the website that was quickly brought down in the wake of boos and jeers from everywhere.   but the “new” logo is posted in several sites and, susmaryosep, it’s just a recycled version of the nineties logo.   i wrote scripts for the asean tourism forum festivities that dot philippines hosted back in ‘93 and yun na yon, without lang the tarsier and the smile.   pa-tropical effect for the slogan ‘island philippines’ na ewan kung bumenta.   all i remember is joy soler de castro on her soapbox vs. the traditional & “barriotic” and pitching the philippines’ east-west culture that’s unique in asia, which still sounds good.

but the logo, please, it’s so last century.   new millennium na, after all, and the world’s travellers would want a sense of more than beaches and coconut trees, certainly more than that displaced tarsier and corny smiley, ano ba.

“their neurons aren’t working,” kasasabi ni senator miriam sa dzmm teleradyo.

nakakatawa, pero nakakaiyak din.   puro sablay na lang.   hayyy.   we get what we deserve?   this is all we deserve?

read more:

resty odon’s Looking back: Gordon coined “WOW Philippines” on the spot on TV
PiNaysaAmerika’s Tourism Slogans
ellen tordesillas Not so beautiful ‘Pilipinas kay ganda’’s Critics: DOT’s ‘Pilipinas Kay Ganda’ not so pretty
noemi lardizabal-dado’s Country branding the Philippines
james cordova’s Sun or sex? Philippines’ botched tourism campaign

23 Responses to tourism’s epic FAIL :(

  1. November 18, 2010 at 5:38 am

    thanks sa link, angela.

  2. November 18, 2010 at 10:57 am

    borrowing ressa’s initial remark to the aug23 incident:


  3. November 18, 2010 at 11:10 am

    Pilipinas, kay ganda na ng “WOW Philippines.” Andiyan na ang tagline na award-winning pa. Please emphasize our “wealth of wonder” this time.

    ‘Wag sana ang DOT ang nagsasabi ng “wow.”
    Dapat ang turista ang kusang napapa-“wow.”

    Please, please, DOT, concentrate on this aspect and not on the radical makeover…haphazardly done naman!

  4. November 18, 2010 at 3:08 pm

    angie, since you love the logo? Mwah ha ha ha
    Pilipinas GAYA-GAYA!

  5. November 18, 2010 at 3:51 pm

    kainis nga, di ko mahanap yung nineties logo in my files that i thought i saw not too long ago. must have thrown it away :(

  6. November 18, 2010 at 5:27 pm

    which logo was that?

  7. November 18, 2010 at 5:35 pm

    back in the early 90s the slogan was Island Philippines, or Islands Philippines (senior moment), and the logo was very much like the “new” one, except for the tarsier and smile and the i/dot-sun. baka poland ang nag-spin off from that one, haha, so DOT creatives must have thought it was good for another round? searched the internet and there’s none, i suppose tinanggal nila all traces of it.

  8. November 18, 2010 at 6:04 pm

    is that the one that had an island mound and two coconut trees? i seem to remain it vaguely.

  9. November 18, 2010 at 6:20 pm

    at least one coconut tree for sure ;) and it was more orange and green than red and blue-green, haha, can’t remember exactly na, but the moment i saw the “new” one, my reaction was, ay, pinaglaruan lang yung dati

  10. November 18, 2010 at 6:28 pm

    Rizal had it way back when: “Pearl of the Orient”
    .. and we hope it’s still true!

    Of course you can’t have a pearl without an irritant, and we irritate each other anyway.

  11. November 19, 2010 at 11:33 am

    @karen: fvr’s time. and not on white, but on beige/sepia.

  12. November 19, 2010 at 9:16 pm

    Lim said that it is a product of research and they want to make the word GANDA a household name.

    They failed to research the meaning of Ganda in other languages.Crazy and Dirty.
    So Crazy and So Dirty. mwhahahaha

  13. November 19, 2010 at 9:29 pm
    UP nn grad

    Ganda as “crazy/dirty” …. Reminds me why Chevrolet never made Nova car sales in Spain or Latin America.

  14. November 20, 2010 at 4:42 am

    Pasakalyeng kay ganda…

    Maguindanao Massacre: One Year

    FightForJustice Philippines!

    [November 20-23: Social media campaign – Media and friends will be encouraged to change their profile pictures on Facebook 3 days before the anniversary, replacing it with an icon depicting the fight for justice for the victims.]

  15. November 20, 2010 at 5:32 am

    On PolsKAY GANDA…

    (pronounced lo-ko; noun: deception)

    Tweaks, here and there, may not really avoid copying the original concept:

    1. Travel logo – same
    2. Font – same
    3. “L” as a tree – same
    4. Festive arrangement of letters – same
    5. Waves of water – same presence, the copy just inverted the waves

    Copies tend to overdo the tweaking just to depart largely from the original. Thus, P.Noy’s tarsier, P.Noy’s smirk, P.Noy’s color (sun), P.Noy’s Laban sign in the “L” tree trunk with green-colored root, ground (P.Noy) where the tree (Rico Puno) is planted, and mix-match of colors (P.Noy, here and there).

    Without the two logos side by side, the copy may pass as an original. Well, was there an instance a plagiarist voluntarily or instantly cited his reference?

    C&G: Ano’ng ka-logo-han naman ‘yan?

  16. November 20, 2010 at 8:33 pm

    The Polska logo is actually quite profound. The Pilipinas Kay Ganda, even if original, is too obvious, and, really, quite heavy-handed. The Polish one is heart-breaking: a country whose recent history is very grim, trying to look gay and tourisable. The colors of the letters come from their own colors. I’m not an art expert but they take a lot from Joan Miro, who people insist is the father of surrealism. Polska logo is surreal in a tender way.

  17. November 20, 2010 at 8:46 pm

    Why not…

    Philippines [heart] People

    Ironic but I can imagine it being popular, it has legs (the alliterative quality and referencing “People Power” as well), and it will stand out.

    Baka nga lang mag-evolve into Philippines [hurt] People.

  18. November 21, 2010 at 7:30 pm

    Hi Angela:  I suggest Philippines: 7,100 Smisles.  With a little tongue in cheek.

  19. November 22, 2010 at 5:23 am

    [“To get the wow, one has to earn the wow. In that sense, the DOT has a lot more to do than merely change its slogan or, for that matter, offering up a new website.”]

    ‘Wag sana ang DOT ang nagsasabi ng “wow.”
    Dapat ang turista ang kusang napapa-”wow.”

    [“Generally speaking, the DOT needs to do a much better job with its maintenance of various crumbling tourist spots and protection of the country’s natural treasures. Maybe if the DOT were already doing those things well, people wouldn’t mind the bizarre new slogan, no matter how wayward it is.]

  20. November 23, 2010 at 3:17 pm

    how about GIGS: Great Islands, Great Scenes (or Sights or Spirit … )

  21. November 23, 2010 at 4:25 pm

    I saw the website before it was taken down and I tell you, it wasn’t just the logo and slogan that was disastrous. It needs major proofreading, for one.


    1. “Blessed with pine-covered mountains, a cool climate that averages a 19 degrees Celsius all year round…”

    2. “offers countless OF destinations to SEE”

    3. “feast your plate”

    I do not mean to be a grammarian but this a government website we’re talking about not a personal blog. Plus they need a better writer. It was a pain to read! It was as if the writer was thinking in Tagalog and writing in English, thus the meaning was lost in translation.

    4. I also found one photo with a caption “Shopp till you drop” I do not think that was intentional.

    5. If you follow the “party day and night” link, it takes you to Vigan. Pardon my ignorance but is that what Vigan is known for?

    6. I’m not sure if it’s just a personal opinion but I think “be ready to put on a few extra ponds” is not the most desirable way to market our unique cuisine and there is a better way of saying this “get the perfect tan that will be the envy of your friends back home”.

    Bottom line – it wasn’t enticing.

  22. November 23, 2010 at 4:35 pm

    hey shelly ;) thanks, had been hearing bits n pieces of palpak english, typos, and bad ideas, but yours gives me a sense of what i missed, haha, badtrip philippines!

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