The first time I heard about the new Philippine toursim slogan was on a radio show where the hosts were openly criticizing the new tourism campaign. They were referring to the "Pilipinas Kay Ganda" slogan which replaced the old "Wow Philippines" catch phrase. Okay, in the Filipino language it sounds serene, precise and enticing. But I am a Filipino and I perfectly understand what it means. If I were, say an American, who doesn't have the slightest clue on where, or what the heck "Pilipinas" is (and I bet most foreigners won't even know where the Philippines is in the map), this slogan sounds so misguided and wrong in almost every aspect of an effective marketing campaign (unless the Department of Tourism is aiming on boosting local tourism or targeting balikbayans). Its like taking a step back on where the "Wow Philippines" campaign has taken us these past few years.
I gave this issue a break for a few days thinking that it would just go away. But no! It gets worse. To add insult to injury, there is a rather serious accusation that the "Pilipinas Kay Ganda" logo was based (in more blunt terms "blatantly copied" a.k.a. plagiarized) from Poland's tourism campaign logo. What a joke. What were they thinking? And they expect to get away with it? Someone in the Department of Tourism must explain and take responsibility for this sham! Do check on the logo comparison and judge it yourself. So I say, off with their heads! What would they think of next? "Philippines, Truly more Asia"?
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