It’s not yet final, but for now, the new campaign slogan for the Department of Tourism is “Pilipinas, Kay Ganda.” I’m not saying it’s wrong, I’m not saying it’s stupid, I’m not saying it’s pangit or whatever.
I’m being gentle.
It’s a matter of execution, DOT Undersecretary Enteng Romano says, but that’s just it: it’s part of the execution. “Pilipinas, Kay Ganda” may be the big idea of a whole set of specific executions for the DOT’s campaign, but even the creation of a tagline – the definition of the ought-to-be-situation of Filipino tourism – should be meaningful. Should it translate to “Pilipinas: Life is Beautiful?” Or “Beautiful Pilipinas?”
David Ogilvy puts it quite succinctly for copy headlines, but I think the same is true for slogans:
On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.
Which brings me back to why the campaign handle, well, sucks: in my view, “Pilipinas, Kay Ganda” is a good slogan, and a campaign in good spirits, but is out of context.