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FOCUSING ON THE FUN PART

Published: 11/01/2012 - Filed under: Editor's Note »

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The Philippine Department of Tourism (DOT) – after a major faux pas in launching last year a destination tagline that was said to have aped that of another country (also starting with “P”) – recently released a new country caption: “It’s more fun in the Philippines”.

And whaddya know, that old chestnut, “you can’t please everyone” reared its annoying head when someone on Facebook dredged up a 1951 campaign of Switzerland, using the exact same phrase. Just goes to show how increasingly difficult it is these days to create from scratch. Why, even highly respected and popular personalities like TS Eliot, Dr Martin Luther King and JK Rowling were accused of plagiarising others' works.

As expected, the slogan has been keeping netizens busy exchanging lively opinions about its pros and cons. After some reflection, I’ve come to the conclusion that in order for DOT to move on and market the Philippines’ tourism attractions, its latest salvo isn’t all that hopeless, with fans of the country, adding to the official reasons, “best beaches, best smiles in the world etc” witty takes on why it resonates with them. Sample: It’s more fun in the Philippines: social climbing, prison (showing the inmates of the Cebu jail whose group performances have been featured on CNN and now figure on visitor itineraries) and planking (showing a sinfully delicious lechon or roast pig on a platter) among others.

Meanwhile, I've added my own take: "It's more fun in the Philippines to gossip, sing karaoke and SMS – the Philippines isn't the "texting capital of the world" for nothing with Pinoys managing to converse and keep their digits busy at the same time.

There is much of this unique achipelago one can associate with the new tagline, a fact that is quickly emerging, judging by the comments on various social platforms and news reports. The DOT should be encouraged that the fun and humorous angle is winning. Still and all, their job is certainly far from done as massive challenges continue to undermine the destination in terms of infrastructure, service standards and safety issues.

As we very well know, advertising has to be backed by a strong product, one that delivers and delights.

Here's hoping then that Philippine tourism officials receive the government support they badly need in order to attract more leisure and business events travellers. Otherwise, the promise of a fun experience will just be an empty one.

Believe me, that certainly won't be anything to laugh about.

Margie T Logarta

Managing Editor, Asia

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