Evolution of the Philippine Brand

It's more fun in the Philippines- as Department of Tourism Secretary, Ramon Jimenez Jr. revealed today as the new campaign slogan for our beloved country. This simple yet honest statement encapsulates the universal atmosphere among Pinoys, i.e. a jubilant and festive group of people anytime, anywhere on earth. The banig weave showing the map in pixelated effect adds a modern feel while still exhibits the legacy of our local culture.

This logo is actually preceded by the controversial Pilipinas Kay Ganda presented by then DOT Secretary, Alberto Lim. Mocked by many due to its amateurish design and obvious copy of the Polish campaign, it was immediately shelved and hopefully not to be revived any sooner.

The real forerunner of the Philippine Tourism brand is WOW Philippines (which I still personally consider as the best). This was crafted by former senator Dick Gordon. It's very creative and has recall factor to everyone who saw the mini advertisements shown on international and local channels. I loved the play of words with WOW- Wealth Of Wonders, Warm Over Winter, Wild Over Wildlife, etc.

I do hope this new strategy to focus on people, the experience when visiting the Philippines will work and entice more foreigners and balikbayans to chose our Pinas again. With the power of social media, its easy to spread the word, the only important thing is to really prove that we are really sincere about it.

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