It's More Fun in the Philippines (reaction)

     In our ECO TSM class, we were asked to make a reaction paper about the new tourism slogan of the Philippines (2012). This is for our 1st Homework for Midterms. We should put it  in a single short-bond paper.


     At first, I thought that it's hard to think of what to write to complete an entire single-spaced page with a small font (11), but I didn't realize that it's very easy until I reached another page and trying to reduce some words to fit the first page. Below are the things that I wrote in my assignment. 

Reaction Paper: It’s More Fun in the Philippines

Before, they said that they will launch it before Christmas, but it was just last Friday, January 6, 2012, when the new slogan was made known to the public. Maybe it was because they carefully planned and studied the new slogan before they launched it. I first saw the new tourism slogan (It’s more fun in the Philippines) in my professor’s Facebook wall as he posted it as a status. I only thought that it was his perspective of the Philippines. Then, I searched in the Internet about the new tourism campaign because it was said in our class that the new campaign will be released that day (January 6). I realized that the new tourism campaign of Philippines is my professor’s status post. My first impression after knowing it through the Internet was it was not what I expected, too long, and WOW Philippines is still better. I expected that it will be a two-word or phrase-like branding such as Thailand’s “Amazing Thailand”, India’s “Incredible India”, Malaysia’s “Truly Asia”, and Singapore’s “Your Singapore”. Also, because it was too long, I thought that it was not catchy.  

     While typing “It’s more fun in the Philippines” in Google’s search bar, there is an option of selecting “It’s more fun in Switzerland”. That same night I watched the news. I heard about the issue that it was copied from Switzerland. I realized why I saw it in Google’s search bar. Jimenez said that they did not plagiarize. It was coincidental and that they differ in the strategy. Also, he said that the Philippines has the right to own this slogan because it is really more fun in the Philippines. In the news also, they reported some explanations and reviews about the new logo, slogan, and strategy.  

  

     Regarding the logo of a banig with the map of the Philippines inscribed, they said that it is on purpose. It is to symbolize the tightly-knitted culture of the Filipino people. Maybe their logo did not show any fun in it, but when you analyze it more, you will realize that it is the people (Filipinos) and our culture that make it more fun. I think it is okay. It’s not very catchy, but I liked it. 

     Regarding the slogan, it was pointed out that the Filipino’s hospitality is one of the primary reasons why it’s more fun. The people are the primary attraction of our country. I personally think at first that WOW Philippines is better, but in the news, they said that it was the longest campaign in the Philippines, yet it was not able to invite more tourists in our country. That is why we need a new branding.  I first thought that they should make it as “Fun Philippines”, but I liked it after all the research I made especially their online/domestic slogan (”# 1 for Fun Philippines”). 

     Regarding the strategy, I think it’s really effective. This is the part where they really excelled.  They used social marketing to disseminate this new branding. It made a buzz on the same day that it was unveiled. This slogan is not yet launched officially, but it was talked about by many people making them aware of the new campaign which is this campaign’s primary goal. I also think that sometimes negative comments can also make good results. The more they talk about it, the more it gets publicized. Even if they receive negative comments, if they can answer it carefully, make the right explanations, and battle through good comments, it will overcome the negative comments.  

    There were also some photos about Philippines being more fun, like commuting, change of address, planking, jump shots, flying, and more. I find it very nice, and it is one of the reasons why I think their strategy is very effective. This campaign has built an interaction with the people. It can showcase all the best in the Philippines through their simple pictures.

 

    In Lim’s release of “Pilipinas Kay Ganda”, he set three criteria in choosing the slogan: relevant, distinctive, and believable.  I think that his criteria match “It’s more fun in the Philippines. At the end of the day, I liked the whole concept of the new slogan. It is a lot way better than “Pilipinas Kay Ganda”, and I think it can surpass “WOW Philippines”. This makes me say, “It’s more fun in the Philippines.”

-1/15/12-