BY GLENDA TAYONA, IME SORNITO & RHENJIE MARIE CALANTAS
ILOILO City – Ilonggos have mixed reactions on the newest promotional campaign of the Department of Tourism (DOT), “Love the Philippines.”
Sharlene Gotico, a communication and language professor at Central Philippine University (CPU), said it’s a bit demanding, especially for visitors.
“The new tagline gives an order. Daw ka imperative siya. When you say imperative, daw giving an order or asking a request, with the implied subject nga ‘you’. So parang hindi ko makita ang punto niya as a tourism campaign,” Gotico told Panay News.
She also stressed the importance of identifying the target audience when communicating. In DOT’s case, she said it would be foreign tourists.
“I can compare it sa previous nga campaign. Before there was ‘Wow Philippines’. As a foreign tourist from the outside looking into the Philippines, ‘Wow Philippines’ can trigger my interest in going there. ‘Ano ang gina-wow niyo?’” Gotico said.
She also took cognizance of a suggestion from the marketing and advertising sector, and from some journalists to use a comma after “Love”.
“Ang comma would have made a big difference kay maghambal ka ‘Love, the Philippines’ meaning love halin sa amon. ‘Di ba when we write a letter masiling kita ‘Love, Chinky,’ daw amo na. So may puso pa gid na ya. Parang it gives our target audience idea nga ‘we will take care of you’, ‘we will show you kung ano ang amon hospitality as Filipinos, so come here and let us show love to you,’” Gotico said.
She also said the new tourism slogan does not capture the message the government wants to convey.
“The messaging should be different… wala siya warmth, daw wala siya ga-suggest sang warmth of what the real Philippines and the Filipinos are,” Gotico stressed
Meanwhile, a 43-year-old Jaro district resident who asked to be identified as “Kathy” only sad the new tourism tagline and the accompanying video failed to capitalize on what the country and Filipinos have to offer.
“Instead of love for country, it has made Filipinos critical. Therefore, Filipinos cannot fully promote the Philippines. Or well, as the video showed, some destinations don’t exist in the country. So, what is there to love in the Philippines?” said Kathy who has a background in socio-history researches.
For her part, Dr. Cynthia Cabangal-Ng recalled the previous tagline “It’s More fun in the Philippines” which for her captured not only the lovely sights but also the welcoming, fun, resilient attitude of the Filipinos.
“If it ain’t broke, why fix it?” she asked.
The “Love the Philippines” tagline, for Cabangal-Ng, is “lame, uninspired and unappealing.”
Above all, she added, the new tagline sounds dictatorial as “love is not demanded but earned.”
She stressed that what is more disappointing is the revelation that video snippets used in the promotional video were that of other countries.
“The act reeks of fraud, deceit and dishonesty – attributes which we should never be proud of. The claim that no public funds were used is also insulting. If it was for free, why undergo the bidding process? Those responsible should be accountable. We deserve better,” said Cabangal-Ng.
On the other hand, National Economic and Development Authority (NEDA) Region 6 director Arecio A. Casing Jr. said the new tourism campaign slogan should be given a chance.
“We’ve been through a lot of slogans na no. Slogans come and go pero what remains is the beauty of our country. Sa Boracay, kahit anong tawag mo dyan, dyan pa din ‘yung Boracay – fine sand, very soft powdery sand – andiyan pa rin ‘yun. Ang ganda ng Carles at Cebu andoon pa rin kahit anong… whatever you call it,” said Casing.
He added: “So yeah, this thing meant work, but still for us who travel to those areas, tayo pa rin ang gumagastos doon. Anong kwento natin sa mga kaibigan natin, ‘yung ma-e-engganyo silang pumunta dito.”/PN
