Tourism junks ‘Wow,’ goes for ‘Kay Ganda’
THE Tourism Department has launched a Tagalog brand for the Philippines to stand out from the usual English brand of other Asian countries, Tourism Secretary Alberto Lim said late Monday.
“We need to be more daring in expressing our brand if we are to rise above the clutter,†Lim said as he unveiled the new Philippine brand that focuses on the country’s beauty and the warmth of its people.
The brand has the tag line Pilipinas Kay Ganda [literally, Philippines How Beautiful] and a colorful logo that incorporates the coconut tree, the Philippine sun and the tarsier, probably the world’s smallest primate.
“It is the result of intensive market research and a rigorous branding process done by one of the large agencies in the country,†Lim said.
But the brand was not yet final as it would still undergo market testing and focused group discussions to be refined.
Vicente Romano III, Tourism undersecretary for planning and promotions, said the use of Tagalog words in the tag line was aimed at promoting the Filipino character.
“We are using our own native name and the local vernacular to express our national pride and tell our story in our own way to make it rise above the competition,†he said.
He said the Tourism Department expected that some people would resist its launching of the new brand instead of maintaining the 8-year old “WOW Philippines.â€
But Lim said a new brand always generated a buzz that translated to more media mileage for the same promotional budget.
“Even more importantly, this is a good opportunity for us to express in a fresh manner the hope and optimism that the Aquino administration represents,†he said.
But the new brand “cannot guarantee success†because “it is the faith and trust in the brand of various stakeholders that can make or break a brand.â€
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