7,100 Smisles
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How to get a tourism slogan is not straightforward. Indeed, it’s the other way around. The slogan gets to you. But how?
Wow Philippines never wowed (maybe it bow-wowed), although that’s just my opinion. Pilipinas Kay Ganda has been officially orphaned, but there seems nothing wrong with its English version, Philippines the Beautiful, other than that it is borrowed from the Americans.
We need a process of sorts, but not one based on unwieldy “focus groups” where the blind can end up leading the blind, or on voting by web decibel levels, which is digital mob rule. Perhaps the trick is to consider how the good slogans “arrived.”
At one level a slogan gets to you because it’s “already there.” This is particularly true of America the Beautiful or Land of the Free.
At another level, it gets you when you see it, serendipity being what it is. Singapore was many things groping for a theme: It was a trade and financial center, a mixture of races, a small city-state, an Asian Tiger, a clean place with drastic rules, etc. Those ingredients combine well into Uniquely Singapore. Another example of serendipity is Belize, a country that like the Philippines promotes eco-tourism. It has Belize — Mother Nature’s Best Kept Secret..... MORE
Source: The Daily Tribune
URL: http://www.tribuneonline.org/commentary/20101124com7.html
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