Philippine Tourism: from WOW to what NOW?

VISIT THE PHILIPPINES

 

 PHL Department of Tourism's Campaign: WOW PHILIPPINES (2001 to 2010)

What makes the Philippines more than the usual holiday destination? It all started with this 5-minute docu-plug: Philippines - Experience the 7,107 Islands

Soon enough, this gave birth to series of mini plugs promoting Philippines

as a  More Than The Usual haven for tourism.

In 2003, DOT launched an all-star song collaboration entitled, "Tara Na! Biyahe Tayo!" (Come! Let's Travel!)  featuring 21 pledged and renowned artists and singers of the country.

The song encourages Filipinos to travel to their own country, "na maging dayuhan sa sariling bansa" (be a tourist to your own country), that domestic tourism will aid the country and the economy.

President Gloria Macapagal-Arroyo's administration continued the campaign after winning the 2004 election for her second term. DOT then tapped Asia's Songbird, Regine Velasquez to lead a new set of campaign in 2005 to 2006 with a major partnership with Smart Communications, Inc.

More commercials were produced during this time such as the rendition of David Benoit's "Land of the Loving" reinforcing tourism while carrying the theme, The Philippines: Your Home in Asia, which promise foreigners a feeling at home in the Philippines, and to all Filipinos abroad to come home on Christmas.

Came 2009, DOT promotes anew with TV personality Willie Revillame as its tourism ambassador. By this time also, more animated promo videos were produced such as the Live your Dreams campaign and a plug aired in MTV.

The campaign is a success translating creativity to numbers as tourism boost up in records. But as PGMA's term ended last year, the campaign also ended.

This year, 2011, President Noynoy Aquino boasts its new tourism campaign; the department will soon launch "Pilipinas Tara Na!" (Philippines, Let's Go!) this Holy Week replacing the infamous Wow Philippines.

Before DOT came up with the PTN campaign, it is remembered that DOT first consider the defunct "Pilipinas Kay Ganda" slogan arousing negative feedback.

Sadly, "Pilipinas, Tara Na!" logo failed to give justice and impact compared to previous logo/s. Honestly,it's like a poster design for elementary schools, or a promotional material of the Department of Education.

 Meanwhile, just like the previous campaign, PTN's first salvo promotes domestic tourism as DOT launched a domestic travel advocacy initiative, Basta Pinas, Biyahe Tayo! last March with Bonamine, the same partner which launched "Tara Na, Biyahe Tayo" campaign in 2003.

The new advocacy is a revival of the same objective on Domestic Tourism saying it is the backbone of tourism and balances it all during off travel season.

 More to come for DOT as it officially launched "Pilipinas, Tara Na!" this Holy Week. While news already confirmed that DOT will produce again a song collaboration with some of the most successful Filipino artists and singers like Charice, and tapped Manny Pacquiao as its new endorser.

http://www.visitmyphilippines.com

---------------------------------------------------------------------------------------------------------

G POINT:

I would like express a bit disappointment to DOT on its decision to change Wow Philippines campaign. Wow Philippines is already a brand for nine years. It would have been better if they replaced it with a "more-of-everything" campaign. The slogan is not even creative and catchy, the logo is far from better, very lousy. How would one be interested on something that does not appeal to them.

But the decision has made, I wish the department good luck on this back-to-scratch tourism promo. Last administration's success will serve as a challenge and DOT's take off point of improvement.

I am still on to tourism, to the Philippines. Let's support and promote our country. Mabuhay ang Pilipinas.

For comparison purposes, here's our neighboring Southeast Asian countries tourism slogan and logo:

 One of the most successful tourism slogan in Southeast Asia boosting its tourism.

After 5 years of "Uniquely Singapore", launched last 2010.

Memorable slogan from Malaysia

 Freshly changed this year from "Visit Indonesia" slogan

Launched also this year from "Vietnam: The Hidden Charm" slogan

 

 Meaningful slogan and logo from Cambodia.

The beauty of simplicity from Laos.

I can't hardly find Myanmar's logo but its "Mystical Myanmar"

AND THIS IS OURS, WHAT NOW!?