Philippines moves on from fiasco

THE PHILIPPINES is reverting to tried-and-tested slogans such as WOW Philippines as it develops a new brand campaign for 2011 and beyond after the spectacular failure of the Pilipinas, Kay Ganda! branding shortly after its November 15 release.

“We will only make the announcement when we are ready,” said Benito Bengzon Jr., Philippine Department of Tourism (DoT) assistant secretary, International Tourism Promotions. “In the meantime, we will continue going about our usual efforts such as participating in travel fairs and engaging the media, and introducing more joint promotions and tactical advertising.”

Putting the debacle behind it, the country is introducing a new “action-oriented” five-year national tourism development plan focusing on access and infrastructure, according to DoT secretary
Alberto Lim.

- Full story in TTG Asia