Not just Chickenjoy
In talking about his new job as tourism secretary, Ramon Reyes Jimenez Jr. likened it to “selling Chickenjoy.”
If that’s the case, then Jimenez would have a lot of work to do, work that may not border on the impossible but would certainly entail a lot of effort.
Speaking of Chickenjoy, there’s a story about how this fastfood menu favorite was introduced in the US market.
When the homegrown fast-food outlet in question, Jollibee, first introduced Chickenjoy to customers abroad, there was a mixed reaction.
Filipinos who lived in the US but grew up eating Jollibee chicken welcomed it while Fil-Americans and US mainlanders were surprised at the small size of Chickenjoy compared to the plump, generous servings of other fast-food brands.
The next time customers came in, Jollibee began serving bigger, American-sized portions without sacrificing their own native menu. Jollibee has since opened other outlets around the world, keeping in mind the size of their servings and the type of food favored by the local clientele.
That may be the same approach Jimenez will use in selling the country to the world.
As a top notch advertising executive, Jimenez capped his pitch this way: “The best marketing communication campaigns anywhere in the world are really hinged on the simplicity of a proposition. It is not all about infrastructure. It is really about a single-mindedness of image.”
Hence his Chickenjoy analogy. To prove this point, Jimenez said Mexico is a more popular tourism destination than Canada, which has better infrastructure but doesn’t enjoy the same appeal as their North American neighbor.
Jimenez is also keeping his fingers crossed that this same mind-set will be shared and championed by other regions across the country, particularly in Cebu where major tourism players have been enthusiastic about his appointment.
Cebu, which draws in 1.7 million visitors a year, can only hope that Jimenez can mobilize support and passion the way one of his predecessors, Ace Durano, did during his tenure.
Jimenez also has to keep in mind that while image is important, infrastructure — airports, more hotel room capacity, basic sanitation and order, accessibility of roads — are just as essential.
While it’s true that the Philippines is already a good “product” to market, we’re talking about strategic pockets and not all 7,100 islands.
The sales pitch should also include genuine pride in one’s culture and heritage, not just the urgency of closing a sale or booking.
Based on his initial appearance with the Palace press corps, Jimenez appears to be more accessible than the unheralded Alberto Lim, whose exit was cheered by many tourism operators here.
It’s up to Jimenez to translate his ideas and those of his staff into marketable reality.
