In 2010, a new slogan for the Philippines’ tourism campaign was rolled out, complete with a major event for its unveiling. The slogan, “Pilipinas, Kay Ganda!” fell hopelessly flat and people descended upon it, kicking it while it’s down. The DOT made feeble attempts to defend it, saying that the country is known abroad as Pilipinas anyway, then shifting their arguments to say that the slogan was just in its dry-run phase, never mind that a huge event was thrown for its launch and all. People continued to mock it until the slogan lost its nerve and ultimately withdrew from society.
This year, the DOT is making another go of it, launching the tagline “It’s More Fun in the Philippines”. All right, I’ll bite. It’s not a bad tagline, and it does open up a long list of things that are more fun in the Philippines. A friend already suggested, “Buying electronics, CDs, and DVDs”, which I don’t entirely agree with, given that electronics are pretty expensive here, and our CD and DVD selection leaves much to be desired. Another friend said, Basketball: It’s more fun in the Philippines.” To the list, I will add: “Drinking iced tea”, “Christmas”, and “Watching politicians make fools of themselves.”
My own idea for a slogan is “Philippines. Expect the Unexpected”, which to my mind is pretty ambiguous, since the unexpected can definitely be either good or bad.
