Making It Fun in the Philippines

"What differentiates the Philippines from other offerings is the Filipino.  Wherever you go in the Philippines, the Filipinos will make your experience unforgettable." - Ramon Jimenez I can understand that marketing IS an important tool if you expect the tourists to come to the Philippines but there is a double-edged sword in here.  So what's the big issue?  The statement itself is a double-edged sword.  In what way?  I would discuss this n a way that would start to get offensive to the Failipinos and an encouragement for enlightened Pinoys. The statement itself says, "The Philippines is differentiated because of the Filipino."  The Filipino is a resident of the Philippines.  What's the bigger point is the second half of the statement, "Wherever yo go in the Philippines, the Filipinos will make your experience unforgettable." Now unforgettable can happen in two ways.. whether it's in a GOOD WAY or a BAD WAY.  Some Filipinos make it in a ...

In business, it's understandable why there's always a catchy phrase. Taglines make it easy to remember a certain product or service. Now I can go and repeat the same tagline of "It's More Fun in the Philippines" which is catchy but preposterous... it's better served as a mission/vision than a tagline. Let's think about how testimonials will matter over taglines. The problem of the tagline as I said, is it's overly used and abused when there are many taglines that are not misleading yet inviting, credible yet inviting. It's very misleading because you are suggesting that the Philippines is the best place on Earth. The tagline "Yours Truly Singapore" and "Uniquely Singapore" don't brag Singapore to be the best place on Earth. Even Singapore has its issues... no country is ever spared from issues. Now here's the problem of the tagline when the testimonial comes in. Now let's think about the experience of some tourist...