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“It’s More Fun In The Philippines” – new tourism slogan. pinoys will make the difference

January 6, 2012 1 comment

the DOT, secretary mon jimenez in particular is explaining the new slogan for philippine tourism as you read this.  live tweets from reporters in the venue have said this is the new international line : “It’s More Fun In The Philippines”.

we like the line. the power of the line rests on the key  insight that tourists really want to have fun. it is the first and last goal of every tourist.  filipinos too are fun to be with. we  in fact can find humor in almost everything.

another core insight is what sec jimenez said – “It is the Filipino that completes the Philippine experience”.   that could very well be the secret weapon of this new tourism campaign. the philippines do not have a monopoly of mountains, beaches and other tourists sites, every other country has one. but it is only in the philippines where filipinos are everywhere. it  will be the filipinos themselves who will make a difference  for tourists to enjoy themselves during their vacation.

a country can have the best beaches in the world, but a rude and an unpleasant encounter with the people will delete all that joy.

however, we have not seen the execution of the filipinos as key to the campaign in the ads so far. they are still about tourist spots. jimenez in his speech this morning and in other times have been talking about the importance of the contribution of pinoys to the success of the tourism campaign. we will need to see how this is executed in future ads.

the line is also a competitive line. it does not just say what the philippines is all about, it says the philippines is better than other countries in giving them what they want which is fun.  in advertising terms, that is a powerful slant.

images from here : http://www.rappler.com/business/725-new-tourism-campaign-out-philippines-is-fun?utm_source=RapTwitter&utm_medium=Twitter&utm_campaign=SMTrack

but then again “#1forFUN” is included in the local line. this is not an original as it is in the amazon.com website.

first, we are unable to appreciate the need for a local line. this line, though simple is also in english. in twitter, singer and songwriter jim paredes of the APO said the tagalog translation of the international line also works very well – “Mas Masaya Sa Pinas”  we agree with paredes. we think that is a great line for pinoys in the country.

we do not see any value in having two lines for the same thing. besides the line “#1forFUN” is not an original. we do not think it has any place in the slogan we want to use for the ocuntry.

so far pinoys seem to take to the line looking at the number of tweets it was able to get from everyone so much so that it was trending worldwide. practically all the tweets were positive with almost all giving their own example of why it is more fun in the philippines.

this is a far cry from the precious DOT chief who had to junk the line they developed where people were vjust divided plus the fact that there logo design was just too close to the the Poland tourism logo.

we will see how the ad agency will take this further if this line has legs.

the DOT also has a new website – http://www.itsmorefuninthephilippines.com/

~~a mindscape landmark~~

philippine department of tourism’s #1forFun – what is it? it is not original, plagiarized from amazon.com? again?

January 6, 2012 Leave a comment

tonight, twitter was awash with “#1forFun”  tweets  that came from the country’s department of tourism (@DOTPhilippines) and re-tweeted by many pinoys. based on the tweets, the line seem to be the theme for  the country’s new tourism ad campaign. these twitter activities is a teaser campaign for the launch of the country’s tourism ad campaign today at 10 am.

we could not figure out what the line is – is it a theme? a tagline? some branding? or just a hash tag for twitter? we wanted to find out, so we googled it and this is what we saw (click to see what we saw:  http://bit.ly/xdX0Xr)

we went further and clicked the amazon.com link, and this is what is there  (click: http://amzn.to/yh9VJS)

based on how we interpreted #1forFUN at amazon,  it calls it a  “storefront” or what we think means it is like a store within amazon that sell certain low priced “fun” items.

regardless of what it is in amazon, the line #1forFUN” is not an original.  will the DOT run into trouble again with coming out a “copied” advertising component from another source?  this already happened before, is it happening again?

let’s wait and see what the launch will be tomorrow.

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plagiarism has been an issue with the DOT before, this one on the logo  :

“Pilipinas Kay Ganda” logo plagiarized from Poland?

click here : http://bit.ly/y2AOR5 

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“Pilipinas Kay Ganda” fiasco – how to tie a rope around your neck and pull it

http://bit.ly/z8chAI 

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