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Love the Philippines?© The Manila Times
TOURISM slogans play a vital role in shaping a country's image and attracting visitors. In the past 20 years, we've had "Wow Philippines" and "It's More Fun in the Philippines." Critics said that the first shows the vintage of its originators, but in fairness, it won awards in 2001 (Asia) and 2002 (global) at the International Marketing Bourse for Overall Best Marketing Tourism Campaign.
The second is longer, a mouthful actually, but had a stunning art work of the Philippine map done in the shapes and colors of a traditional mat.
Now comes "Love Philippines," which is 100 percent similar to "Love Barbados." Has research really gone out the window when it comes to pre-conceptualizing things in this land? Research has become so easy with the press of a button, and this similarity escaped the ad agency that purportedly got P50 million for this rebranding.
Let's analyze this new slogan and arrive at our conclusion. It's composed of two words — as short and as pithy as "Wow Philippines." It also has a simple and powerful emotional appeal, coming from the word "love." It seeks to foster a sense of warmth, affection and positivity, encouraging potential tourists to see the country as a welcoming and hospitable destination.
The slogan also communicates the idea that the Philippines is a nation with love at its heart. It highlights the world-famous hospitality of the Filipinos, our friendly and caring nature of the Filipino people. In Asia, only Thailand, the "land of smiles," can match the charm of our people. The slogan could resonate with visitors seeking authentic cultural experiences and connections.
"Love Philippines" also has an accompanying art that is beautiful but a bit dizzying, with so many miniature images. The art doesn't have the focus of the Philippine map done in squares resembling the shapes of a traditional mat. But it does show the importance of love, family and community. This representation can foster a sense of cultural appreciation and inspire visitors to engage with local traditions and customs. I was in Intramuros last week and was enthralled by the beauty of San Agustin Church — one of the few Hispanic structures that wasn't destroyed by the American bombs during the Second World War.
The slogan is also pliable; in academic circles, they might say it has polysemy, capable of generating layers of meanings. It's versatile and adaptable to various marketing campaigns and platforms. It can be applied to adventure tourism, ecotourism or cultural tourism. Moreover, "Love Philippines" could resonate with a diverse range of tourists, regardless of age, nationality or travel preferences.
By emphasizing love for the country, the slogan also promotes responsible and sustainable tourism practices. It encourages tourists to appreciate and preserve the country's natural resources, cultural heritage and biodiversity, fostering a more environmentally conscious approach to travel.
But as Shakespeare would put it, where's the rub?
The "Love Philippines" slogan isn't specific about the unique attractions and experiences that the country has to offer. It's also seen as superficial and simplistic, since it reduces the country's astoundingly rich and diverse identity to a single emotion. It's also an emotion that has been cheapened by a gazillion soap operas in the afternoon or early evening time slots.
Moreover, the word "love" is inherently subjective, and its interpretation can vary from person to person. In some cases, tourists might associate love with romantic or leisurely experiences rather than exploring the country's cultural and natural heritage. This new slogan is better than the earlier version that the Department of Tourism dropped — We Serve You the Best. But still, it has the potential for unmet expectations.
Basic in marketing is the dictum that you point out your competitive advantage. There's none of that in this generic slogan. The "Love Philippines" slogan doesn't differentiate us from other countries offering the sibilant choices of sun, sea and sand. In a tight tourism market, it's best to show the uniqueness that sets the Philippines apart from other countries.
The slogan is also in the imperative mode. (You must) love the Philippines or (You should) love the Philippines. But as Sen. Mary Grace Poe said the other day, we also need to focus on our insufficient infrastructure and services: While the slogan emphasizes our warm and friendly people, it doesn't address concerns related to infrastructure and services. Issues such as transportation, accommodations and safety — the country's weakest links.
It all boils down to this. I travel every two months, and I sometimes arrive at the international airport at an ungodly hour. One time, I arrived at 3 a.m. and went immediately to the toilet. There were other passengers there, and you could hear their conversation, as they blasted the stinky toilet. As we were going out of the airport, there was weak Wi-Fi, and the passengers couldn't book a Grab cab directly. I had to point them out to the stand for Grab and its alternative transportation competitors. Clean toilets, strong Wi-Fi, clear signages, information on public transportation — perhaps we can start with these first, Department of Tourism? And we're just talking about the airport. Wait till the tourists face the massive traffic jams.
FROM: THE MANILA TIMES
Love the Philippines?© The Manila Times
TOURISM slogans play a vital role in shaping a country's image and attracting visitors. In the past 20 years, we've had "Wow Philippines" and "It's More Fun in the Philippines." Critics said that the first shows the vintage of its originators, but in fairness, it won awards in 2001 (Asia) and 2002 (global) at the International Marketing Bourse for Overall Best Marketing Tourism Campaign.
The second is longer, a mouthful actually, but had a stunning art work of the Philippine map done in the shapes and colors of a traditional mat.
Now comes "Love Philippines," which is 100 percent similar to "Love Barbados." Has research really gone out the window when it comes to pre-conceptualizing things in this land? Research has become so easy with the press of a button, and this similarity escaped the ad agency that purportedly got P50 million for this rebranding.
Let's analyze this new slogan and arrive at our conclusion. It's composed of two words — as short and as pithy as "Wow Philippines." It also has a simple and powerful emotional appeal, coming from the word "love." It seeks to foster a sense of warmth, affection and positivity, encouraging potential tourists to see the country as a welcoming and hospitable destination.
The slogan also communicates the idea that the Philippines is a nation with love at its heart. It highlights the world-famous hospitality of the Filipinos, our friendly and caring nature of the Filipino people. In Asia, only Thailand, the "land of smiles," can match the charm of our people. The slogan could resonate with visitors seeking authentic cultural experiences and connections.
"Love Philippines" also has an accompanying art that is beautiful but a bit dizzying, with so many miniature images. The art doesn't have the focus of the Philippine map done in squares resembling the shapes of a traditional mat. But it does show the importance of love, family and community. This representation can foster a sense of cultural appreciation and inspire visitors to engage with local traditions and customs. I was in Intramuros last week and was enthralled by the beauty of San Agustin Church — one of the few Hispanic structures that wasn't destroyed by the American bombs during the Second World War.
The slogan is also pliable; in academic circles, they might say it has polysemy, capable of generating layers of meanings. It's versatile and adaptable to various marketing campaigns and platforms. It can be applied to adventure tourism, ecotourism or cultural tourism. Moreover, "Love Philippines" could resonate with a diverse range of tourists, regardless of age, nationality or travel preferences.
By emphasizing love for the country, the slogan also promotes responsible and sustainable tourism practices. It encourages tourists to appreciate and preserve the country's natural resources, cultural heritage and biodiversity, fostering a more environmentally conscious approach to travel.
But as Shakespeare would put it, where's the rub?
The "Love Philippines" slogan isn't specific about the unique attractions and experiences that the country has to offer. It's also seen as superficial and simplistic, since it reduces the country's astoundingly rich and diverse identity to a single emotion. It's also an emotion that has been cheapened by a gazillion soap operas in the afternoon or early evening time slots.
Moreover, the word "love" is inherently subjective, and its interpretation can vary from person to person. In some cases, tourists might associate love with romantic or leisurely experiences rather than exploring the country's cultural and natural heritage. This new slogan is better than the earlier version that the Department of Tourism dropped — We Serve You the Best. But still, it has the potential for unmet expectations.
Basic in marketing is the dictum that you point out your competitive advantage. There's none of that in this generic slogan. The "Love Philippines" slogan doesn't differentiate us from other countries offering the sibilant choices of sun, sea and sand. In a tight tourism market, it's best to show the uniqueness that sets the Philippines apart from other countries.
The slogan is also in the imperative mode. (You must) love the Philippines or (You should) love the Philippines. But as Sen. Mary Grace Poe said the other day, we also need to focus on our insufficient infrastructure and services: While the slogan emphasizes our warm and friendly people, it doesn't address concerns related to infrastructure and services. Issues such as transportation, accommodations and safety — the country's weakest links.
It all boils down to this. I travel every two months, and I sometimes arrive at the international airport at an ungodly hour. One time, I arrived at 3 a.m. and went immediately to the toilet. There were other passengers there, and you could hear their conversation, as they blasted the stinky toilet. As we were going out of the airport, there was weak Wi-Fi, and the passengers couldn't book a Grab cab directly. I had to point them out to the stand for Grab and its alternative transportation competitors. Clean toilets, strong Wi-Fi, clear signages, information on public transportation — perhaps we can start with these first, Department of Tourism? And we're just talking about the airport. Wait till the tourists face the massive traffic jams.
FROM: THE MANILA TIMES
