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New PH tourism slogan "Pilipinas Kay Ganda" fails to impress tourism industry, netizens
Published on: Nov 17, 2010 - 9:07am

Screenshot from


The new tourism slogan of the Philippines "Pilipinas Kay Ganda," launched on November 15 to replace the old "WOW Philippines" slogan and to boost the country's tourism campaign, failed to impress representatives of the local tourism industry, says

Federation of Tourism Industries of the Philippines Inc. (FTIP) President Alejandra Clemente told that "the slogan did not ignite much excitement. Maybe they rushed in coming out with a new brand. But what we need is something that would create a great impact." She added that the old slogan "WOW Philippines" is still remembered because it had an "impressive" start for its campaign.

The Presidential Communications Operations Office said the new slogan was designed to "hopefully generate renewed interest of foreign visitors to the country." The DOT told that the new slogan and colorful logo shows "both the tropical scenery and the happy smiles of our people. A cute tarsier, a marsupial endemic to the country, highlights our unique and playful character." corrected the DOT statement: that the tarsier is a primate and not a marsupial. The DOT also said that using "Pilipinas" exudes the "renewed pride and hope that we're feeling. In a report by, DOT Secretary Alberto Lim said that the vernacular was used "to express national pride and rise above the competition." reports that the new slogan and accompanying website were much criticized online after the launch. In the morning of November 16, "the website was taken down for an overhaul."

Screenshot of the homepage from


Performance artist and activist Carlos Celdran has also expressed his disapproval on the new slogan over his Facebook and Twitter accounts. His Facebook status read, "does NOT like the new "Pilipinas Kay Ganda" DOT slogan for tourism. It would work for local Filipinos but um. foreign tourists will say "What the **** does that mean?" HELLO???!! Let's all #HelpDOT come up with a better slogan before it's too late. Seriously, Secretary Lim. WTH?" Celdran's other post read, "will be going to the DOT bloggers launch later on at 6PM to give them a piece of his mind about the lame new slogan "Pilipinas Kay Ganda". I certainly hope other bloggers do the same."

DOT Undersecretary for Planning and Promotions Vicente "Enteng" Romano III responded to the online criticisms through his Twitter account. On November 16, he Tweeted: "#helpDOT tnks for pointing out problem with Will move to another name. Will also correct typos." He also told via email that the site will have a new address because there is an existing pornography website with the same address. He added that the website will "hopefully" be republished in three to four weeks.

Romano and Celdran also exchanged Tweets. On November 15, Celdran posted: "says Fine! I will apologize for all the ragging I did today on #HelpDOT re: PKG. SORRY. I know. My humor is sharp. But hey, this admi is all about openness and consultation yes? Trust me, Bertie Lim and Enteng Romano have a great sense of humor :o) I'm pretty sure we're cool." The same day Romano replied: "@carlosceldran thanks carlos for d apology, even as others say, u don't hv to. Appreciate it. Need all support we can get."

For more on this story, log on to, and the Presidential Communications Operations Office website.



WOW Philippines commercial: WOW meant "Warm Over Winter" and "Wealth Of Wonder," among other things


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  • haryana songs
    The earlier slogan was impressive as it was attracting the tourist to visit the Philippines, but the new one is little bit less attractive. still going for the Philippines, I could not stop myself to visit such a amazing place, with listening Haryana Songs.
    Jun 22 2011 @ 03:00pm     Reply  
  • donabelle velasco
    these are just humble slogan suggestions to the tourism industry: rn1.) Philippines, the smile of Asiarn2.) Beautiful smile, beautiful sunset, beautiful Philippinesrn3.)Visit my beautiful Philippines rn4.)Philippines, where the sun rises in 7107 beaches rn5.) Experience 7107 sunsets, visit Philippinesrn6.) Major, major Philippines! (joke only)rn rn Then we will feature the beautiful filipino( Manny P, Venus R,etc) including their beautiful asal(the honest taxi driver, pag mano ng kamay, etc), the last but not the least the unique beauty of the philippine 1707 islands! rn rn
    Nov 20 2010 @ 07:51pm     Reply  
  • azil
    WHAT AN IDIOT/MEDIOCRE TOURISM SLOGAN. Inadvertently or not, is this DOT's subtle way of exploiting/promoting the Filipino women. Worldwide, we are known as Philippines and not Pilipinas -- "Pilipinas Kay Ganda" is somewhat "Filipinas Kay (ga)Ganda...bili na kayo". rnrnIs this worth a Hundred Million???
    Nov 20 2010 @ 03:54pm     Reply  
  • yellowzombie
    @chillax,rnrnF--k you Man! I'm being nice to you dahil hindi tayo alimango ganyan ang attitude mo?rnAlin sa anak mo? yung anak ng Mrs. mo sa kumpare mo! Axxhole!
    Nov 19 2010 @ 06:51pm     Reply  
  • chillax
    @oeefdoubleyou: Sir, don't be so fast to judge. Kindly read the comments posted in this page. Are they constructive enough for the betterment of our country? Or destructive enough to put shame in our government?rnrnHindi ninyo nga naman naisip na nasa internet kayo nalalagay ng inyong mga komento, kung saan maaaring mabasa ng buong mundo. Nakatatawa nga naman tayong Pilipino.rnrn@yellowzombie: kumpare kita, sir? alin sa mga anak ko ang inaanak mo? Your comment shows your utmost st*p*dity.rnrnPeace mga brad! Ü
    Nov 19 2010 @ 04:16pm     Reply  
  • yellowzombie
    Ano ba kayo? puro critismo na lang ang inaabot ng mahal naming si Noynoy. Di ba niyo naiintindihan ang TUWID NA DAAN? explain mo nga Pareng CHILLAX! puro mga alimango at alimasag ang nandirito, wala bang LOBSTER?
    Nov 19 2010 @ 10:28am     Reply  
  • tsong
    o ayan! na-nominate tuloy sa "titanic awards" ang bagong slogan. ibig sabihin, palubog. ba't kasi pinalitan. okey naman ang "wow philippines" ah! heto ang payo ko sa ating DOT:rnrn"if it ain't broken, don't fix it!" i-update lang, now na!
    Nov 18 2010 @ 08:24pm     Reply  
  • celzn
    Nov 18 2010 @ 06:56pm     Reply  
  • oeefdoubleyou
    @chillax: this is showing criticisms to a underperforming official, not crab mentality, as part of our being a democratic country (get it?). If you see it as "crab mentality" then isn't it you're doing it also since you're pulling down others who want to see changes for the betterment of the country? I guess you're one of those "yellow zombies" who just won't listen to constructive criticisms.
    Nov 18 2010 @ 04:09pm     Reply  
  • chillax
    hehehe ang yayabang niyo. crab mentality at its finest!
    Nov 18 2010 @ 03:08pm     Reply  
  • cain
    Hindi daw lulusot ki Miriam yung mga low -IQ na cabinet ni Noynoy sa commission on appointment.Dapat naman. rnrnMr.Gordon , take over the presidency, NOW NA!rnrnHayaan mo na iyang si De Quiroz, Monsod, Esposo,Hyatt10, Balay,Samar groups, civil society na mga iyan!
    Nov 18 2010 @ 01:25pm     Reply  
  • fanboy
    wag na magtaka, we are in the middle of experiment of this student council government and their main objective now is change EVERYTHING the previous gov't established... losers!
    Nov 18 2010 @ 12:54pm     Reply  
  • fanboy
    That's why I voted for Gordon last election... too bad he was at the back end of every political party.... He could've been the best president this country could ever have....
    Nov 18 2010 @ 12:52pm     Reply  
  • kapengmabula
    see? everyone is looking to Gordon for help. nasan ba siya? November na. malamang naka-recover na siya. we need him more now.
    Nov 18 2010 @ 10:13am     Reply  
  • proud to be pinoy
    The objective of this campaign is to let the world see the beauty of the philippines. However, if the campaign will make the country look less beautiful than it is, then the campaign is worse than its help.rnrnDOT, bumawi kayo.rnrnDick Gordon, saklolo!!!
    Nov 18 2010 @ 10:11am     Reply  
  • sonson
    calling former DOT secretary and senator Dick Gordon, please save this country from the idiotic minds of nonsense people running DOT. nakakaawa na tayo. please...
    Nov 18 2010 @ 10:02am     Reply  
  • biyahero
    @gllamas,rnrnHindi kikita iyan, stick with WOW PHILIPPINES!
    Nov 18 2010 @ 09:44am     Reply  
  • gllamas
    It's about time to change our way of thinking and to use our national language..."Pilipinas Kay Ganda" makes us pinoys abroad really proud of our beloved country......
    Nov 18 2010 @ 08:48am     Reply  
  • helpdot
    And yes, ayusin naman natin ang toilet rooms natin! Ang mas masama pa sa Maynila sa mga main roads, walang available na banyo!!! Kaya ang siste, kung saan saan umiihi ang mga Pilipino! Tapos, ang solusyon pa ay yung pink urinals na sobrang panghi. My God! Hindi ba nila gawing business ito?! Kahit piso, dalawang piso, or limang piso para sa malinis na TUNAY na banyo? At least pa, we are generating jobs and businesses, OMG what happened to our creative minds.rnrnAnd yet they want tourists to come here and yet again is Manila presentable to them?! Too many informal settlers, dead rivers, chaotic roads, lack of peace and order. Hay nako PHILIPPINES is on the verge of becoming a failed state! Why can't the central gov't or our "honorable" senators and congressmen establish a metropolitan government that has guts to control over Manila?! Unlike these mini local goverments units that don't do anything for the better but only to satisfy informal settlers to gain electoral votes!!!!!rnrnChange has to start from Manila if we want to revive our tourism industry since it is the gateway of our country.
    Nov 17 2010 @ 11:56pm     Reply  
  • helpdot
    Dapat ipakita ng DOT sa slogan natin 'yung uniqueness natin mula sa mga ka-competition nating bansa! Halimbawa, we are considered the only hispanic country in Asia or something like that. My golly, bakit ba parang minamadali na lang ito?!rnrnI totally agree with the people who say Dick Gordon should go back to DOT. I don't like Lim anymore! rnrnIt's so common sense that our slogan should be in English. I mean, look at other Asian slogans like, Malaysia Truly Asia, Amazing Thailand, Your Singapore, Incredible India and many more. Ang naiisip ko mas maganda pa ang "Festive Philippines", considering we have lots of fiestas all over the country but again having lots of fiestas or festivals is not really unique to us. But come on! We've got to have something else than a tv show-like slogan Pilipinas Kay Ganda!rnrnAnd going back to the issue of who should lead our tourism dept, please don't tap Durano again! Imagine, he changed the WOW Philippines to Awesome Philippines or maybe, added this new slogan (as WOW Philippines was concurrently on the market), without considering that ang slogan ay iisa lang dapat so that hindi malilito ang mga turista!rnrnThe bottomline is bigyan ng importansiya ang Tourism industry natin........ Dapat si Boy Abunda na lang pala sa DOT!
    Nov 17 2010 @ 11:42pm     Reply  
  • turista
    @igeramos,rnrnKorek ka diyan Pareng Ige! bakit hindi maayos-ayos ng DOT ang mga Kasilyas ng bus terminals, shipping terminals, airports, etc? ang babaho! paano maatract ang Tourists? tapos nakikipag compete tayo sa Thailand, Malaysia,Singapore etc. for foreign exchange sa tourism? tingnan muna ninyo ang mga kasilya ng mga iyan, malilinis! napaka basic, pero hindi ma-master ng DOT,ano bai yan?
    Nov 17 2010 @ 11:41pm     Reply  
  • proud to be pinoy
    WOW Philippines: Halika, biyahe tayo ng ating makita ang ganda ng Pilipinas, ang galing ng Pilipino.rnrnApo Hiking, Sharon Cuneta, Janno Gibbs, Freddy Aguilar, Rey Valera, Ogie Alcasid, Nina, Lea Salonga, Rico J., Jessa Zaragosa, Francis M., Jolina Magdangal, April Boy, at marami pang iba. Ang ganda ng ginawa ninyo. Maraming salamat sa WOW Philippines.rnrnDick Gordon, Mabuhay ka.
    Nov 17 2010 @ 11:35pm     Reply  
  • den
    Somebody asked me why I’m wasting time, fussing about DOT’s ‘harmless’ slogan and feeble communications thrust. Three answers: 1) I have no tolerance for mediocrity, 2) My high expectations for the President are being eroded by idiots working for him, and 3) most important..I give a damn, it’s my country.” rn
    Nov 17 2010 @ 11:10pm     Reply  
  • igeramos
    kay gahn dahhh ng Pih lee fi nahs. please lang ayusin muna nila ang mga toilets sa mga stop-over bus stations going up to baguio. how can you translate to foreign tourists the following signs: "bawal umihi dito!" and when you have to use the toilet there is a sign on the door that says: "ihi 2.00, dumi 5.00" hayyyy. I might as well go to mogadishu for my next holiday. Bago gastusan ng dot ang mga logo at slogan, ayusin sana muna nila ang mga bagay-bagay. gumising ka dot.
    Nov 17 2010 @ 09:24pm     Reply  
  • pinaygeek
    the new dot is composed of the same people who thought of the anti gma protests held at starbucks (google it). they're a bunch of creative geniuses and experts in marketing and promotions! CLAP CLAP CLAP! sfx : 100million pesos flushed down the drain
    Nov 17 2010 @ 05:47pm     Reply  
  • copywriterkuno
    Bobo naman ng gumawa nito!sino ba ang copywriter nito? alang ka-appeal-appeal. Siguro pang lokal tourism pwede.Pero kung GLOBAL ang target mo, NO WAY! ibalik ninyo si Gordon! mas may sipa ang kanyang WOW PHILIPPINES, at INCREDIBLE INDIA!rnrnAno na ba ang nangyayari dito sa mga bata ni Noynoy? wala ba siyang makuhang mga brilliant and talented na mga tao na magtrabaho sa kanya?
    Nov 17 2010 @ 04:35pm     Reply  
  • kapengmabula
    ngayon ko lang napansin yung phonetics sa logo, kaya pala lalong pumangit ang slogan
    Nov 17 2010 @ 04:19pm     Reply  
  • dan
    I have three words: Slogan, Kay Pangit! So amateurish. Yet another proof how incompetent this is administration is. rnrnWhat is wrong with Wow Philippines???? "Wow" for me translates to coolness, being modern, and being fun. Not to mention "world of wonders", "warm over winter", walk our walls", "woo our women (lol),"rnrnPlease. Please. Please! If anyone from the government is reading this, stop the monstrosity called Pilipinas, Kay Ganda!rnrn
    Nov 17 2010 @ 03:36pm     Reply  
  • igeramos
    actually, they have no idea how to market the philippines.
    Nov 17 2010 @ 03:15pm     Reply  
  • igeramos
    good enough for a government work. i find the graphics too dated. too 1980s. they should have hired young and hip designers like team manila. actually corny ang campaign. very PTV channel 4. people's taste have evolved. they shouldn't look down on their target audience.
    Nov 17 2010 @ 03:04pm     Reply  
  • tita aida
    Great product. Bad packaging. That is the Philippines. Unbelievable. Incredible India was a Dick Gordon idea. Truly Asia (Malaysia) was thought of by a Filipino working for a well-known ad agency. Wow Philippines (again by Gordon) is an outstanding one. If DOT sticks with Wow Philippines and clean the restrooms (Kudos Bohol for having these) at the tourist spots and at the airport, train people to be tourist friendly, prevent petty crimes, and discipline erring taxi drivers then the tourists will come. Mabuhay!
    Nov 17 2010 @ 02:23pm     Reply  
  • concerned
    plain horrible...that's the kind of work we get kapag palakasan ang style ng recruitment sa gobyerno...
    Nov 17 2010 @ 02:09pm     Reply  
  • cheena
    Sige tatanggapin kong maganda yan! Pero dapat si Regine Velasquez uli kakanta ng theme song! hahaha!
    Nov 17 2010 @ 02:07pm     Reply  
  • kapengmabula
    WHOSE IDEA IS THIS? rnrnthey don't deserve to be labeled "the creative department"
    Nov 17 2010 @ 01:50pm     Reply  
  • ria
    ang pangit sobra. sino pa kaya maatract sa atin. slogan pa lang pangit na. mas maganda pa yung wow philippines! kahit sino makarinig maintindihan at ma curious. sobrang napag iiwanan na talaga tayo ng mga kalapit binsa natin gaya ng thailand, malaysia, korea,vietnam, india.. ang gaganda ng commercial nila sa discovery at nat geo. talagang ginastusan at maipapagmalaki nila.sana makahabol pa tayo.
    Nov 17 2010 @ 01:38pm     Reply  
  • nitpik
    That is f*gly especially the condom on top of the i.
    Nov 17 2010 @ 01:07pm     Reply  
  • what
    If a non-Filipino can't pronounce it or understand it, it's useless. Can you imagine if the Chinese made a tourism slogan geared toward foreigners in Chinese? Incredible India. Amazing Thailand. Go Japan. What was Bertie Lim thinking?
    Nov 17 2010 @ 01:06pm     Reply  
  • turista
    Ano ba talaga, kuya? Pilipinas o Philippines? Nalilito ang mga turista. Alam ba ninyo na marami pa ring taga ibang bansa ang hindi nakakaalam kung nasaan ang PHILIPPINES sa mapa? Mas lalo na siguro ang PILIPINAS! Baka isipin pa nila ang Pilipinas e mga babaing taga Philippines (Filipinas), at yun ang "ibinebenta"/ipino-promote ng DOT.
    Nov 17 2010 @ 11:24am     Reply  
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