Much has been said about the new slogan made by the Department of Tourism to promote the Philippines.
My take: Don’t fix something that isn’t broken.
“Wow Philippines” may have been there for a long time, but I think it’s a universal statement that’s understood not only by Filipinos but by the rest of the world. The word “Wow” alone connotes something that is astonishing and beautiful in the country that people should discover.
In my opinion, making the slogan in Tagalog limits the audience, whereas we’re promoting the Philippines to every part of the globe.
The pronunciation key at the bottom right also caught my attention. Reading it, Ricky Reyes comes to mind (gan-DAAAHH!)…
Two other controversies sprung with the [soft] launch of the slogan: first, plagiarism, with “Pilipinas Kay Ganda” having the same typeface as the Polish tourism site:
Like hubby’s friend, a Fine Arts-Advertising grad, says: “Sisihin ang ahensyang walang alam kundi mag-PEG!”
By “peg,” he means “basis.” It’s not wrong to base the look from an existing source. Just don’t COPY it.
Second is its [now taken down] website, “beautifulpilipinas.com.” I guess the people have done less or no research at all, as the URL comes close to a hard-core porn site (hubby knows “that website”).
So what the heck is wrong with “Wow Philippines”? Nothing. Why change it, then?
Your guess is as good as mine.
PS: I’ve read that the new slogan was created by the agency Campaigns & Grey. Coincidentally, the head of the ABS-CBN Corporate Communications Group is from that agency. Konek-konek…
PS #2: Campaigns & Grey has released a statement regarding “Pilipinas Kay Ganda.” See what they had to say over at Chuvaness’ blog.