'Pilipinas Kay Ganda' is 'too Kapamilya,' says solon

Posted at 11/18/10 12:06 PM

MANILA, Philippines – Two congressmen on Thursday joined the clamor for the Department of Tourism (DOT) to ditch its “Pilipinas Kay Ganda” slogan, with one of them saying that it is too "kapamilya."

San Juan City Rep. Joseph Victor "JV" Ejercito said the DOT slogan should be in English to make it more understandable and catchy to foreigners, who are the target market.

The congressman also joked that it’s too “kapamilya” because it sounds like “Umagang kay Ganda,” ABS-CBN’s daily morning show.

ABS-CBN is also called the Kapamilya network.

“Paano naman ‘yong Kapuso at Kapatid?” he said, referring to Channels 7 and 5, respectively. “Para kasing ‘Ganda ng Lola Mo.’ Hindi mo malaman kung morning show o si Ricky Reyes ang nag-coin.”

He said “WOW Philippines,” DOT’s slogan under the Arroyo’s administration, is catchy. “Island of Paradise” or “Islands of Festivals” is better than the current slogan, he added.

Navotas Rep. Tobias Tiangco, meantime, said the slogan has to be a comprehensive description of what the country wants to market.

If it’s about beaches or eco-tourism, it has to be like that, said Tiangco.

He cited Malaysia as among the countries that have targeted messages.

“Pilipinas Kay Ganda,” he noted, is too generic.

He said the Aquino administration should have adopted the “WOW Philippines” slogan because it is already a tried and tested brand.

He also pointed out that “WOW Philippines” is versatile and can be tweaked in various ways to suit any marketing needs.