Presenting the Multi-Million Project: Pilipinas Kay Ganda

Just one day after the Philippine Department of Tourism (DOT) presented the new tourism slogan and logo, they have received public backlash and scrutiny amongst media members, critics, bloggers and concerned Filipino citizens around the world. Many are saying that the new tourism branding is boring, unattractive and not well-researched considering this is a multi-million project (online report says P200 million budget is alloted to this project).

The government has contracted the advertising company Campaigns & Grey to do the branding and research for the new DOT logo, and their research brought them to as far as Poland to get their inspiration.

The slogan also suggests that the President's administration is "too Kapamilya", aside from the fact that all Filipinos know that the President's sister Kris Aquino works for the Kapamilya network, the new DOT slogan "PIlipinas Kay Ganda" is obvously a close clone to that of a Kapamilya morning show called "Umagang Kay Ganda".

It's not surprising that one day,  because of this four-month long well researched and multi-million pesos project, we'll see the new face of Department of Tourism greeting tourists and balikbayans at the Airport.