It seems that not everyone that I talked to last night was energized by the new brand of the Philippines.
- My Singaporean Embassy friend could not appreciate the use of Filipino in an international campaign.
- My Subic Tourism friend dared not say negative comments beyond their "Yun lang?"disappointment.
- Some foreigners commented about the disconnect of serving international cuisine at the biggest launch of the new Brand of the Philippines.
- The Filipino Travel Blogging Community is outraged.
- Ivan Henares wants to STOP the ridiculous campaign before more taxpayers' money is wasted on it.
- Carlos Celdran was having fun with it and thinks it is too '80s.
As for me, I can't believe that the brightest people in Campaigns & Grey (who created the brand image campaign for NoyNoy) came up with this idea. (Update: Campaigns & Grey Official Statement)
Here are some suggestions on how we can improve the overall campaign, especially online…
About the "Pilipinas Kay Ganda!" Campaign:
Ask any visitor to the Philippines what they love best about the country, and the answer is almost always about the beautiful scenery and the warmth of its people.
This promise is captured in the new branding for Philippine Tourism.
PILIPINAS is how we locals call our country, and using the vernacular form instead of the more familiar English ‘Philippines’ captures the renewed pride and hope that we’re feeling.
The name is portrayed in a colorful, vibrant logo, which shows both the tropical scenery and the happy smiles of our people. A cute tarsier, a marsupial endemic to the country, highlights our unique and playful character.
The line ‘Kay Ganda!’ is a common Filipino phrase that literally means ‘So beautiful!’ It can be used to express appreciation for anything, from landscapes, to people, music, food and even attitude. In a region filled with similar promises, the use of ‘Kay Ganda!’ stands out, better expressing the joyful and exuberant spirit of the Filipino.
PILIPINAS is a naturally beautiful land filled with naturally beautiful people. Once our visitors experience it, they may not be able to stop themselves from exclaiming ‘Kay Ganda!’
Suggestions on how we can improve the overall campaign (especially online):
1. Please AVOID subliminal messages of Pilipinas Kay Ganda = Sexy Filipinas
It does not help that Beautiful Pilipinas is a double-edge branding that promotes the natural beauty of the Philippines but also insinuates we have Beautiful Filipinas (which is a porn site if you look online).
During the launch last night, the Pretty Young Thing group performed a sexy number for the representatives of the International community. It was not appropriate and it gave a totally wrong mental image about the campaign.
Let's use our world-renowned talents like Lea Salonga, Arnel Pineda, Charice Pempengco and world-class Broadway talents to launch the campaign.
2. Use the latest technology to launch the new brand of the Philippines. There is NO room for mediocre executions.
- First, the 3D movie with 3D glasses was a cool touch, but the movie did not have that "Wow!"effect.
- Fireworks with confetti cannons are a bit cliche already.
- Ryan Cayabyab's "Umagang Kay Ganda" theme song brought an '80s vibe to the entire event.
Here are some suggestions for a world-class execution:
- My friend from World Pyro Olympics is doing a one-of-a-kind Pyro Theatrical Musical, combining fireworks with a musical score and theatrical displays.
- Create a massive campaign online by streaming the entire event online, use viral videos and get participation from the online community.
3. Use PilipinasKayGanda.com to be consistent with overall branding.
I'm happy that they did not launch BeautifulPilipinas.com last night because it is a totally different type of branding, and it has a porn site connotation.
Ask Fairlane Raymundo a favor to transfer the ownership of PilipinasKayGanda.com to the Department of Tourism. He bought the domain last October 27, 2010 but he is not using it. Is he the Head of Creatives at Havoc Digital? I'm sure he is not a cyber squatter.
(11/18/2010 Update: I just confirmed that he is part of Havoc Digital and nobody from DOT even contacted him for the domain. He could have transfered it to DOT if they asked.)
There are legal ways to have it transferred by applying "Pilipinas Kay Ganda" as a trademark and ask Godaddy or ICANN to transfer it to the trademark owner. But the best strategy is just to appeal to Fairlane's sense of nationalism and solicit his help for the country.
4. Put your suggestions here…
Or share them in the comments section.
Part of me wants to support "Pilipinas Kay Ganda!" since, objectively, it is totally aligned with my blog's "Awesome Pilipinas!" campaign. There is no harm in using Kay Ganda! in my travel posts to help promote the expression in my own small way.
But I believe the overall campaign will not be maximized (and end up spending a lot of money) because a lot of people oppose it for using Filipino for an International Branding Campaign.
Manila Boy | PLAGIARIZED "Pilipinas Kay Ganda" LOGO
Create your own Kay Ganda Logo (Facebook App)
OAP | #HelpDOT Suggestion: WOW! Only in the Philippines!
11/24/10 Final Update:
Campaigns & Grey | Campaigns & Grey Official Statement
PNOY | Pilipinas Kay Ganda’ officially dead
Closure: DOT USEC Romano's Resignation Letter
Live an Awesome Life,
Disclosure: Nothing to disclose. We were not consulted in any way and we're not privy to any information about the campaign before it was launched last night.
P.S. Please, NO bashing of the campaign in the comments — just express why you did not like the campaign. I would appreciate constructive comments on how we can collectively help Campaigns & Grey plus DOT to make the campaign more effective. 🙂
P.P.S. There is no mention of our awesome Filipino Food in the campaign, and this is something that is really key in promoting the Philippines.
P.P.P.S. To Campaigns & Grey — this is not a political campaign anymore, you can go ahead and involve us in the campaign early on. We want to help. Please involve us and not just confine everything to the Noynoy mafia.