|Nevermind that the slogan is a copy of "Its more fun in Switzerland".|
Let's ask, "Is it really more fun in the Philippines"
Any slogan will do as long as the product lives up to it.
As the usual suspects in the Philippine Twittersphere stoked excitement over the Philippine Department of Tourism's new slogan, I was apologizing to one of my closest friends for having made an inappropriate joke at an inappropriate time in the company of people we hardly know.
If it weren't for his forgiving nature and patience, I guess I would have landed in the ICU several times by now because:
1) This is not the first time I made that mistake with him.
2) He knows Kung-Fu and I am a pretty big, slow moving punching target.
One point he did make that crystallizes what I want to say about the Department of Tourism's slogan "It's More Fun in the Philippines" is appropriateness.
We all know that Tropical Storm Sendong struck Cagayan De Oro, Iligan City, and other areas in Mindanao the week before Christmas. About 1,500 people were killed by flash floods and until today, there are probably hundreds of families who are still looking for missing loved ones. At least twenty thousand people are still suffering in evacuation centers, with a leptos pirosis outbreak killing a number of them.
Then, just yesterday, a landslide in a mining town in Compostela Valley killed 25 people and left about a hundred people missing.
Oh and before it escapes out attention because we are having "Fun in the Philippines":
A former Australian soldier kidnapped last month in Mindanao is seen pleading for his life in a video sent to his family and urging the Philippines and Australia to raise a $2-million ransom being demanded by his captors.
The video of 53-year-old Warren Richard Rodwell, along with four photographs showing him in handcuffs and apparently wounded in the right hand, were mailed to his Filipino wife before Christmas, police officials said.
Before this guy was kidnapped, we also had other foreigners kidnapped in the Philippines -- including 3 workers of the International Red Cross.
Anyway, I raised the issue of appropriateness of #ItsMoreFunInThePhilippines on twitter and I was told that the launch had already been moved back because of Sendong.
BBDO Guerrero has won the contract for the Philippines' tourism branding campaign, besting 7 other marketing and advertising companies, but the company and the government will delay the launch as the country deals with the effects of Tropical Storm Sendong.
"Theme reveal will have to wait for a more opportune time in early January,'' Tourism Secretary Ramon Jimenez said in a mobile phone text message, citing the deaths and devastation wrought by Sendong in Northern Mindanao and parts of the Visayas.
The contract covers all media at home and abroad, including social media.But then again, when would be the APPROPRIATE TIME? Really.
I think, the appropriate time for coming up with a slogan is WHEN the product can meet the expectations built up for it and NOT BEFORE.
This engrossment over slogans masks the sheer lack of actual preparation in terms of actual tourism infrastructure that will, indeed, make it MORE FUN IN THE PHILIPPINES.
(MORE AGGRAVATION TO FOLLOW)