Campaigns & Grey was called by DOT for advice on a new branding exercise. There was hesitation on our end as we were familiar with the complex bidding process, and we were still owed by the past administration for services rendered. Our love for country prevailed.
From the beginning, it was clear that the actual campaign would be bidded out and that our work was merely to establish preliminary strategic directions. But suddenly, there was a pressing need for exploratory concepts to be shown in some travel industry events. Again, we warned the client that we were taking too many shortcuts. But it was agreed that there will be a proper market research where multiple concepts will be thoroughly tested among the target market i.e. North America, Korea, Japan, China etc. Through this whole episode, we did not have a contract nor did we receive a single centavo.
Tourism Undersecretary Vicente Romano invites volunteers to help rebuild DOT website: Romano Help the DOT build the website
Based on available market data, ‘Pilipinas Kay Ganda!’ was developed as one of 5 concepts for testing among the target segments. The intention of this particular concept was to come up with a novel line that visitors would find memorable, similar to Hawaii’s ‘Aloha’ or even the Japanese ‘Irasshaimase!’ and help regain the Filipino pride in the long run.
From many different logo studies that we recommended, we were directed to use the Polska logo for inspiration. Again, this went through several revisions until the client approved a logo similar to the fonts of Polska. With the addition of several other Philippine elements like the tarsier, smiling coconuts and the sun, there was enough distinction to send the logo into market research. If findings showed negative reactions towards the logo or if respondents felt it was reminiscent of the Polska logo, it would be easier to dissuade the client from using it.
We repeatedly warned the client that it was premature to launch, or even preview the study, but apparently, preparations for the tour operator event were already underway. We ourselves were shocked at the grand scale of what was supposed to be a mere glimpse to draw out a constructive exchange among industry partners. It was not surprising that media and the public took it as a done deal.
We shall take this experience as a cautionary tale against giving in to the client and allowing their over‐enthusiasm to override our better judgment. It was a reminder that the road to perdition is paved with good intentions.
From many different logo studies that we recommended, we were directed to use the Polska logo for inspiration.
It was not just an inspiration. It’s a copy with a few revisions.
Since it was a copy from Polska, why is Secretary Lim saying it’s “distinctive”?
When there is bankruptcy of ideas, “distinctive” will pass for a patententable idea no matter how mediocre. Any logo emblazoned with different pallete will be “distinctive” from the original logo. Secretary Lim isn’t joking. Japanese technology are “distinct” even if they are actually ‘improvements’ to the original ideas of other cultures and peoples.
The problem of DOT, to my mind,is not the catchy phrase of the logo … it is the name “pilipinas” . Around the world, pilipina has taken the conotation of “housekeeper”. Tourist can hardly help clucking tongue in cheek at the word “filipina”. Perhaps it s high time to change the name of the country, just as Burma’s namge was changed. The name “philippies” also smacks of colonialism. Here’s a suggestion for a new name: Lagimba – pejorative for “Lagimbayan”
My Indian friend said “ganda” depending on how it is said (accent) means dirty or crazy. So I do not know if even a minute( small, meager) share of the billion people of India is also a market target.
I agree with Kajotee, Pilipinas is a plural for our women and it can mean a thousand things including our domestic help exports( which is actually a very decent job), bridal market, drug mules, prostitution business and a whole lot of other unsavory perception of our women. Philippines should be spelled as it is PHILIPPINES and not any other way.
Campaigns & Grey, still trying to get out of their stink hole. There is no justification for their mistake. They should just bite the bullet. Admit they fucked-up and move on to truer things.
And see how these inept appointees of PeNoy lead to? Now there is a suggestion to change the name of the country to something else? Gagaya na naman sa iba.
The problem is that these people want to be “different,” to come up with some novel idea, to have some sort of gimmick! What is wrong with Wow Philippines? Or, for that matter, MABUHAY! They worked before.
PeNoy and his band of inept cabinet minions don’t get it. The problem is the current pinoy situation: law and order, terrorism, inept government officials, land of squatters and hungry people, very poor people, corruption, etc, etc, etc. Mainit pa nga yung Aug 23 hostage killing issue, gusto na kaagad maganda at mabango pinas sa mundo. Di pedeng icoverup ang baho ng basura sa lansangan habang nariyan pa.
The best promoter of our country is itself. Pag nag-improve and situation ng banyan at ng mamamayan, then people will come.
On a lighter note, someone sent me this email. Some humor of a sort about the Pacman:
Subject: Have a good day
Have a good day ……..
Congressman manny pacquiao is planning to spend his fortune to build PACQUIAO University. In short PAC U. Students will be called “pacquers”.
Mother Dionisa will be primarily running the school, she will be called “mother pacquer”….
After hearing this news, Bobby Pacquiao, being a jealous brother that h……e is, decided to put up his own university called PAC U 2.
Agree.
Pacman is the best thing that is happening right now, it makes us, Filipinos, proud.
http://www.youtube.com/watch?v=RpS2KsOnMHA
Tang ina. Kadami namang pwedeng pag awayan,pati ba naman slogan? Sobrang OA na ng Pinoy! Iyong pinapaayos yung adverse travel advisory kasi yun ang minomonitor ng mga turista. With or without the slogan, ang mga turista alam na nila ang tutumbukin nila na pupuntahan sa isang bansa. White sand beaches lang yan ng Panglao, Boracay or Palawan. Depending on the security situation obtaining in the area, they have already pretty much figured out where to proceed. Parang tayo rin yan. Tell me pag pumunta kayo sa Hong Kong, Thailand, Singapore at kung saan pa, binabasa nyo ba slogan nila sa internet? Parang Thailand lang yan. Ano ang habol mo pag turista ka doon? Pag lalaki ka, ang putahan sa Phat Pung lang yan o mga fake Rolex watches sa malls nila. Pag Indonesia ka, Bali beach lang yan. Look at Boracay. Over the years, reputation na nito ang finest and coolest white sands even during summer kaya dinadayo talaga not because of ‘Wow Philippines’!A Tourist destination’s reputation is spread by word of mouth not by some catchy slogan! And only adverse travel advisories can ruin the numbers in tourist arrivals!Diyos ko pong mga walang magawa sa buhay ang iba sa atin oo! Tsk!
pasakalye kay ganda…
FightForJustice Philippines!
http://www.ifex.org/philippines/2010/11/05/nujp_activities_in_the_philippines.pdf
LOGO
(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?
It was suggested years ago (unsure which administration), to change the country’s name to Maharlika. What happened there?
…palusot kay ganda!
—–
btw, “Awesome Philippines” was Durano and travel bloggers’ brainchild geared towards youth travelers from abroad:
http://outoftownblog.com/awesome-philippines-department-of-tourism-mtv-revelations-newest-campaign/
RE: #10 Pacman is the best thing that is happening right now, it makes us, Filipinos, proud. – xman.
No question about it!
Also handles himself very well in interviews. Could really be somebody in government service.
Wala daw bayad. For love of country kuno (ang baduy naman).
Can the COA confirm or deny if there has in fact been payment? Baka naman may puwedeng mag-leak ng audit report, also for love of country.
“Our love for country prevailed.” “…help regain the Filipino pride in the long run.”
Perhaps this was the fundamental flaw in the strategy; inviting foreigners to come is totally different from trying to instill national pride. Combining both would doom it to failure.
I would never think of going to Poland when I see their logo, because I would not have recognized Polska.
Would I see a tarsier at the beaches depicted in the logo? They might as well place a carabao there. How many Filipinos know of the tarsier anyway?
Our beaches are to die for, but what would separate it from the beaches of other countries, even neighboring ones? Certainly not a tarsier. Maybe it should have been placed on top of that coconut tree.
But as many have pointed out, its the country being sold, not a brand-name. The country is the brand-name, the money for marketing is better put to use through niche-targeting in major countries. This means, different approaches, different strategies for each country.
PeNoy and his band of inept cabinet minions don’t get it. The problem is the current pinoy situation: law and order, terrorism, inept government officials, land of squatters and hungry people, very poor people, corruption, etc, etc, etc. Mainit pa nga yung Aug 23 hostage killing issue, gusto na kaagad maganda at mabango pinas sa mundo. Di pedeng icoverup ang baho ng basura sa lansangan habang nariyan pa.
The best promoter of our country is itself. Pag nag-improve and situation ng banyan at ng mamamayan, then people will come.
————————
ignorance is bliss, but its boring.
every country has its share of violence, dirt, ugliness..we do not have a monopoly of it, but we do have this bad habit of washing dirty laundry in public. did you know that fetuses are thrown in the garbage in malaysia? in indonesia? how about the red light district in singapore? its a whole building! but are these highlighted? nope..
problem with some filipinos is that they equate bitching with intelligence…if you want to help, do something, donate money, put an orphan to school, at least something concrete?
we’re not just a nation of hecklers but of bitching bitches…
we are looking at at tourism industry problem here, what can we so to help? bitching will do initially, what now? we can’t just do this forever? lets all volunteer our time, effort, and money for the good of the country then!
are we up to it?
#18: Would I see a tarsier at the beaches depicted in the logo? They might as well place a carabao there. How many Filipinos know of the tarsier anyway? …/preno
…and PNoy put the tarsier as addendum to the logo! This is a window to the inner mind of PNoy. Only grade school kids would appreciate a tarsier – in comic books and cartoons. Now, be an anthropologist and look closely at the facial features of PNoy … That explains why the tarsier is on the logo… that is the fantasy of a puerile mind.
I have seen pictures of PNoy wildly enjoying himself playing video games. At first glance it appears like a cartoon … but he is PNoy in the flesh, in a cartoononesque kind of way!
Pues… natanso ang pinoy electorate putting a boy in malacanang.
Parang nakikinita ko na ang susunod na pag usapan dito. Si Boy Abunda at ang lover niya na may pwesto sa PAGCOR. hehehe. . .masaya na naman ito. . .di maubusan ng ikokonekta kay balut. . . 😛
Kejotee, I edited out a phrase in your comment. That’s foul.
Free speech does not come with license to demean others without basis.
#23 Ellen: I edited out a phrase in your comment…
Hanga ako sa iyo Ellen, tunay na tunay. You watch posters (me) like a hawk at dinadagit ang mga di kanais-nais na kataga.
Regain the Filipino pride by stealing someone else’s idea? Were you listening to yourself when you said that?
My God, Manny Pacquiao’s unschooled mind has better words, spoken just today in front of Noynoy, “Wag nating dungisan ang ating bansa…”
Thanks for being open-minded, Kejotee.
I appreciate President Aquino’s humility to accept mistake and not push for something that has been exposed to be more of a liability than an asset:
MANILA, Philippines – President Benigno Aquino III on Saturday ordered the Department of Tourism (DOT) to drop the new tourism brand for the country, “Pilipinas Kay Ganda.”…
“Yung nangyari nung isang araw, pwede natin masabi na kausap yung [tourism] stakeholders, at yung stakeholders, mukhang hindi kuntento. Siguro, automatic na kailangan hindi na siguro. I-fine tune pero i-hanap nga na mas-angkop,” he said.
He also said :”Mayroon lumang slogan na mas marami po ang natutuwa pero tinask ko po kahapon si Sec. Lim at ayusin, ipakita sa akin yung buong blueprint ng ating tourism program. Lahat po nung detalye, gusto ko nang i-review.”
http://www.abs-cbnnews.com/nation/11/20/10/aquino-orders-fine-tuning-pilipinas-kay-ganda
Sino magre-review, sina Jojo Ochoa at Yoly Ong din?
“Yung nangyari nung isang araw, pwede natin masabi na kausap yung [tourism] stakeholders, at yung stakeholders, mukhang hindi kuntento. Siguro, automatic na kailangan hindi na siguro. I-fine tune pero i-hanap nga na mas-angkop,” he said.
I don’t understand what he is saying here. Why can’t he order Carandang, Coloma, or Lacierda to do the talking?
Ginawa pa namang rason ang bagong plagiarized logo kung bakit nagalit si PNoy sa mga bansang nag issue ng travel warnings. Major major embarrassment
This failure in the DOT is just a minor issue I think. People should ask for the economic roadmap Aquino is cooking up for the country. Also, people should protest the unreasonably high cost of power. It is Meralco and its ilks that are sucking the life out of the country.
I agree with #32 NFA rice : Noynoy has to address the unreasonably high cost of power. [I hope Noynoy is not having behind-closed-doors negotiations with power-vendors already, huwag naman sanang gugulatin na lang niya ang bansa.]
Where is the economic roadmap??????
RE: A Tourist destination’s reputation is spread by word of mouth not by some catchy slogan! And only adverse travel advisories can ruin the numbers in tourist arrivals!Diyos ko pong mga walang magawa sa buhay ang iba sa atin oo! Tsk!~Henry90
TAMA KA Igan…sana tulad mo ang mga EWAN-Pinoy, masyadong ginagawang big deal pati ba naman logo?
May logo o wala…ang Pinas e nageexist na since 1521, ngayon pati namesake na Filipinas e pagdidiskitahan pa.
Dapat tayong mga Pinoy e magkaroon ng responsibilidad to promote the beauty of our beloved country at pagiging Filipino.
Paano maglalakas ng loob mamasyal ang mga banyagang turista sa Pinas…e naglipa sa lansangan ang mga EWAN-Pinoy…i mean; kidnapers, mandurukot, manggagantso, kawatan, at baka matulad sila sa Luneta hostage drama etc. etc.
Ang OFWs and Migrante ang isa sa malaking factor na makahikayat ng mga turista upang bumisita sa ating bansa at yan ang ginagawa ng bawat isa sa amin dito sa abroad.
Ngayon naman…kailangan pagyamanin naman protektahan ng mga nakabase sa Pinas ang mga dayuhang turista at never na biktimahin.
Sure, parang chain reaction yan thru by mouth e makakarating yan doon sa iba’t ibang turista na nagbabalak na mamasyal ng Pinas.
Pero kung laging mababalitaan nila sa tv/massmedia yong mga balita na patayan, kidnapping, rapepan etc. etc. sino maglalakas loob na magtungo sa ating bansa.
Kaya dapat maging responsable ang bawat isa sa atin at lalo na ang media + mga otoridad na siyang nagpapatupad sa peace and order sa ating bansa.
RE: problem with some filipinos is that they equate bitching with intelligence…if you want to help, do something, donate money, put an orphan to school, at least something concrete? we’re not just a nation of hecklers but of bitching bitches… ~jaggernaut
Hay naku sa mga EWAN-Pinoy…sa halip na tumulong o makatulong sa pagpapaunlad ng bansa e always na umiiral ang talangka mentality.
Bakit di muna e-try kung effective ang naisip na programa kung bebenta ba sa mga banyagang turista…ngayon kung langawin ito mag try ulit.
Ang daming kasing EWAN-Pinoy na perfectionist…ang laging pinaiiral e ugali-asal, sa halip na makatulong e sila pa ang nagiging kritiko pero wala namang maitulong sa programa o problema na kinakaharap ng bansa.
Masyado kasing mainipin ang Pinoy…tulad lang yan ng never- ending story, “Ano ang nauna itlog o manok?” Bwahaha….
Balweg #35,
Bakit di muna e-try kung effective ang naisip na programa kung bebenta ba sa mga banyagang turista…ngayon kung langawin ito mag try ulit.
Are you suggesting our government can do with randomization and trial and error? Why not suggest to the fat cats to use their brain cells for once. It is the money of the citizens that they are wasting, not to mention the damage to the country’s reputation if it was the Poles that first discovered the plagiarism?
Tourism Undersecretary admits he was the one responsible for the error-plagued DOT site:www.beautifulpilipinas.com
He said they will overhaul it and welcomes public participation. Click here for details of his statement:
Romano Help the DOT build the website
Agree ako sa maraming views dito (e.g. henry90, juggernaut). Maraming dapat ayusin sa bansa. I believe we have enough natural attractions (world-class beach resorts, diving sites, etc.) to lure more tourists. I want to zero in only on one of the major areas that need urgent action: our Ninoy Aquino International Airport, which is one of the most obsolete airports in Asia and the world. Kahit anong promo ang gawin natin kung pagpasok pa lang ng mga turista sa airport eh sablay na, walang mangyayari. First, our airport infrastructure is really really old. Di ba noong last summer ang daming pictures sa newspapers showing tourists in the airport using fans to cool off as the airconditioners were not working properly. Tapos, ang bubulaga sa iyo sa immigration counters is a bunch of old, grumpy men and women who obviously looked bored and hating their jobs. Ang nakakahiya, posted right in front of the immigration counters is their work slogan “SERVICE WITH A SMILE”. Hayan, another example of an empty slogan na pang-display lang pero di naman sinusunod. Paglabas pa ng airport, hile-hilerang squatter shanties ang pambungad na view. Susme, dito pa lang bagsak na tayo.
RE: Are you suggesting our government can do with randomization and trial and error?~NFA rice
Well, ang hirap sa mga kritiko…di pa nasisimulan kontra na kaagad, mga feeling korek?
Masyado kasing maraming marunong sa Pinas pero ano ang nangyari sa ating bansa…wala, baon sa utang but kung magsiasta akala mo ang dudunong.
#balweg #38,
The thing is the DOT should thank the critics for nipping this monstrosity in the bud. Hindi naman pwedeng manahimik na lang tayo sa lantarang kapalpakan.