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Philippines’ new tourism slogan out before Christmas


A new branding campaign to sell the Philippines to the world is in the works and will be ready before Christmas.

Newly appointed Tourism Secretary Ramon Jimenez said that all it needs is a catchy slogan.

Jimenez told the Senate finance subcommittee scrutinizing his department’s P4 billion proposed budget for 2012 that his other major plan is to involve all Filipinos in the effort to attract tourists.

“There are many well-meaning suggestions as to what the slogan should be.  Even journalists are giving their inputs. We’re getting strong encouragement and inspiration from interested people,” Jimenez told reporters in Filipino in an ambush interview after the Senate hearing.

He refused to elaborate, however.

“Bear with us about our plans,” Jimenez earlier told members of the subcommittee. “We will show you when our new branding campaign (is ready). The possibilities are very real and well within our grasp. Our best estimate is in about two months, we will be ready to talk to people about our new campaign,” he assured.

This prompted subcommittee chairman Senator Ralph Recto to say he expects something “better than Chickenjoy,” a popular fast-food product whose promotion was handled by Jimenez’s own advertising agency.

“The lack of money has never been a serious obstacle for…Filipinos,” Jimenez said, noting his department’s relatively small budget.

“We are creative. I said (during a meeting with Department of Tourism officials) that the Thais, the Malaysians are already worried because of what we are about to do in tourism,” Jimenez said.

“We have beaten them before with a whole lot less in resources and we can do it again,” Jimenez added.

Jimenez also said the effort to lure travelers also requires the concerted effort of all Filipinos who need to believe in the product first.

“Tourism is a national activity. I cannot overstate the importance of Filipinos talking about it on Facebook. Brag about your country, talk about it. Sometimes, it is one’s face that betrays whether you have confidence in your country. We must not be squeamish about competing with the rest of Asia. Selling is a delicate exercise and it shows on your face if you do not believe it,” he explained.

In its presentation, the Department of Tourism said it plans to attract 4.1 million foreign and domestic tourists next year and earn P1.2 billion from tourism-related industries. Hopefully, the increase in arrivals would generate jobs for 4.4 million Filipinos.

Tourism Undersecretary Daniel Corpuz said the Philippines had a measly 3 percent share of the 3.5 million tourists that went to Southeast Asia in 2010.

A tourist in the Philippines spends $700 on the average and stays 8.2 nights in the country. Koreans constitute the biggest market.

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Tags: Philippines , slogan , Tourism , tourism campaign

  • Anonymous

    Here is my recommendations for the slogan:

    1.  Filipinos are goot individually, collectively are not;
    2.  It is easier to teach an old dog new tricks than Filipino old tricks;
    3.  Filipinos soooo love history, that they keep repeating it;
    4.  Philippines the land of Manny Pacquiaos, Charice Pempenco and Arnold Pineda never mind Academia;
    5.  Filipinos can never go wrong, only elected officials they elected can go wrong;
    6.  Teach Filipinos how to fish and they starve praying for fish;
    7.  Being Filipino is unfortunate, embarassing inconvenient circumstance;
    8.  Filipinos are democratically and religiously irresponsible;

  • Anonymous

    9.  Criminals made Australia what became today.  Religious Filipinos made Philippines what it became today;
    10.  There are two Filipinos in the White House in America.  One was imprisoned for espionage the other is a cook

  • http://pulse.yahoo.com/_2BLVKWQR77VJKMEZWS4GIMLGOY Edzel

    11. Impeach Noynoy for selling us to the Chinese.

    • Anonymous

      Many thanks to Noynoy for raising $10,000,000,000.00 in the sale of Spratlys payable in 5 years.  This is not sure yet.  It depends if Chinese are willing to pay.  It’s all talk !  :) 

      • Anonymous

        I am expecting the sales of the Spatlys or the sales of drilling-rights in the Spratlys (which is actually the same);  and it will be declared as $ xxx-B investment from China.  Same as the new $ 24-B investment for mining rights from China.

        This will be then announced as ‘Big Business Deal’

        ….. but nobody will ever lose a word about the destruction of the environment and how many BILLIONS the Chinese will take out.

        ……. I bet  P 10,000 that this President will sell the Spratlys in one way or another.  Who will bet with me ?

  • Anonymous

    12.  stay away

  • Anonymous

    “Jimenez told the Senate finance subcommittee scrutinizing his department’s P4 billion proposed budget for 2012 
    Department of Tourism said it plans to attract 4.1 million foreign and
    domestic tourists next year and earn P1.2 billion from tourism-related

    P4Billion budget, Earning P1.2Billion. Lugi pa.
    On the other hand, I am expecting a slogan  like this.
    “Enjoy Philippines with Chicken Joy”
    “Enjoy not only chicken joy but also andoks lechon manok”
    “Philippines the home of the biggest crocodile and too many city crocodiles”

    • Anonymous

      1st class HIV-free underage tisay and tisoy hookers better than Thailand in different flavours and ethnicity.

  • Anonymous

    “We have beaten them before with a whole lot less in resources and we can do it again,” Jimenez added.
    When was that?

    One need only look at the great number of advertisements for Thailand, Korea, Indonesia, Malaysia and Vietnam on TV to see their efforts for tourism development. Where are the Philippine ads?

  • therese benipayo

    Yes at ang pangbungad natin ay…. ang mga madumi at bulok nating mga airports . CR palang para kang suminghot ng amonia … First impressions lasts.

  • Anonymous

    To think that this will be highlighted as a major accomplishment for the DoT is nothing short of jaw-dropping. I am very disappointed. Or is that the fault of the media for giving us that impression?

  • Anonymous

    Philippines For Sale

  • http://pulse.yahoo.com/_LKLEIB4VW3GUWVDLIIVEKIVBWY HAMON

    Nakakagising ng morale at nakakaenganyo na makibahagi sa layunin ng DoT!  Tama kayo mr Jimenez; Magaling ang mga Pilipino at napaka-creative. Kung nakaisip tayo ng WOW Philippines noon tiyak mas maganda ang maiisip natin ngayon. 

    We’re moving forward not backwards. 

    Kaya natin yan!

  • Anonymous

    Visit Philippines…Home of the World’s Most Voracious Crook-odiles

    Poster will include picture of the 1 ton crocodile, Mike Arroyo, Gloria Arroyo, Abalos, Razon, Imelda Marcos, Erap, Congress, military generals, Padre Damaso etc.

  • Rey Doroja

    daming nagtatrabaho para gumanda image ng pilipinas. mga pulitiko at mga magnanakaw lang sa gobyerno nagpapasira ng imahe ng pilipinas.

  • http://twitter.com/SIZZLE75 ian

    How about 1) making Phils airlines safe, to allow Phils airlines to fly to/from Europe (They are banned from Europe currently), and 2) stop the STUPID STUPID taxes on foreign airplanes that discourage European airlines from flying to Phils (only KLM flies here, Phils is the only country to tax airlines the way they do).

    But, i am not holding my breath, too many vested oligarchy interests and pockets lined with silver, as usual.

  • http://twitter.com/riccisan ricci santiago

    “The lack of money has never been a serious obstacle for…Filipinos,” Jimenez said, noting his department’s relatively small budget.
    i stopped there. plastic. then if there is a problem they will tell, “we have a small budget that is why this problem has occurred.”

    improve our airports / airline / security first before you come up with cheap slogans.

  • http://pulse.yahoo.com/_J4VJY47YNNT3EYCVSSCMKN6MTU Eighties Boy

    Inggit ako sa “Malaysia-Truly Asia”, galing!

    How about this, eto yung commercial:
    Phil… the beauty (show Mount Mayon)
    Phil… the majesty (show Manila Bay sunset)
    Phil… the love (show friendly faces)
    Phil… the Philippines!

    Yung last yan na rin ang slogan. Ahhh, ok ba ok ba?

    • http://twitter.com/riccisan ricci santiago

      hindi namin ‘phil’

  • Anonymous

    It’s funny why are they so gaga over slogans. Tourists actually couldn’t care less, but they will make a big dea about bad airports, corrupt aiport personnel, stinking comfort rooms, unscrupulus taxi drivers, holdappers, snatchers, bad hotel service, bad airline carrier, and the like. But not about slogans.   

  • Anonymous

    How bout sketching drawings of giant croc (senate and congress)  feasting on chickenjoy (poor filipinos) on the slogan!?? …. Nothing beats it!!!

  • http://www.facebook.com/people/Steven-Zahl/1670371040 Steven Zahl

    Fix the Product before you Sell.

    Clean up the Phillipines of Dirt, Squatters and Tourist Scammers.

  • http://www.facebook.com/profile.php?id=100000084762486 Cid Highwind

    WOW PHILIPPINES is still the best!!!!

  • Nardz Tupal

    How about…”EVERYTHING…Philippines”

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