'Patrio-Tourism'

While no one can question the credentials of newly installed Tourism chief Mon Jimenez who himself is an advertising man brimming with ideas on how to launch a tourism campaign, he might nevertheless want to consider some new ideas and suggestions that would highlight “brand Philippines” and at the same time, integrate unique selling propositions that reflect the culture that characterizes the Filipino.

Mon Jimenez might pick up a few ideas from Willy Arcilla, who e-mailed us about his advocacy called “Patrio-Tourism” – meaning there can be no quantum leap in tourism without a quantum leap in patriotism. Willy sent us a very creative program underlining the Philippines’ brand positioning, underscoring that people should visit the Philippines not because it is better but because it is different, unique, unusual. 

In short, Willy proposes capitalizing on the tagline “Only in the Philippines’ for a lot of practical – and brilliant – reasons: The line is simple; it’s a Filipino “original” that is already popular among Pinoys and even foreigners (who use the phrase to express either amusement or exasperation at some of our unfathomable traits and idiosyncrasies); and most of all, it has a colloquial appeal that can be adapted in foreign languages for marketing purposes.  As Willy explained, the “Only in the Philippines” line pays tribute to the diversity of our regions and at the same time, fosters unity in a country made up of 7,107 islands.

But what I found especially noteworthy in Willy’s proposal is the fact that it effectively mirrors our unique character as a people and our faith – which he effectively uses as an anchor to showcase the “Godmade” wonders that the Philippines is blessed with. One of the pegs for instance puts the Pyramids of Egypt side by side with our very own perfect cone-shaped Mayon Volcano accompanied by the clever caption that goes: “While man can shape pyramids, only God can shape volcanoes.” The theme is replicated in a lot of the illustrative pegs that are striking for their simplicity and effectiveness, such as soda in a plastic bottle (described as a man-made drink in a manmade package) vis-à-vis the image of fresh coconut juice with a straw and its witty caption as “Nature’s drink in nature’s package,” plus an invite to visit the “Philippines, the world’s largest producer of coconuts.”

The Philippines has been blessed with so many natural resources, and Filipinos are among the most charming, most friendly and most patriotic people. Definitely, the Filipino has what it takes to compete with the best the world has to offer. Willy Arcilla hit it right on the nose: “Patrio-Tourism – only in the Philippines.” What a brilliant idea!

(San)Dalit Queen’s excesses?

One of the latest “victims” of WikiLeaks is an Indian politician known as the “Dalit Queen” (pertaining to the dalits or the untouchables, the lowest in India’s caste system) who, despite her professed concern for India’s poorest, seems to have developed a taste for the lavish and opulent. According to WikiLeaks, the 55-year-old politician who only goes by the name Meyawati once sent an empty jet to Mumbai to retrieve her favorite brand of sandals.

Apparently, the former teacher has quickly learned the perks that go with her status as champion of the Indian masses, like having a private road constructed from her home leading to her office (which is immediately cleaned after her convoy reaches its destination), building huge statues of herself, and throwing lavish parties with top politicians and police officials in attendance.

Irate over IRA

Local government officials are irate over the proposed reduction of their Internal Revenue Allotments or IRA by as 4.8 percent on account of reduced tax collections in the last three years. However, their plight is being championed by Senator Bongbong Marcos who pointed out that government keeps saying it has a lot of savings, which is why there should be enough to restore the 4.8 percent (or about P13.3 billion) to enable the LGUs to provide needed services and contribute to public investments to the local economy and in the countryside – things that will be difficult to accomplish if the IRA is reduced. Meantime, some observers pointed out that perhaps the LGU officials should take to heart the saying, “Kung maiksi ang kumot, matutong mamaluktot.”

Spy tidbit

–– (From our mall operative) – It seems the Power Plant Mall in Rockwell is living up to its name all in one day, having become a favorite “power malling place” of some of the country’s powerful, prominent and controversial personalities, among them Vice President Jojo Binay who was seen trying on shoes in one of the Tony boutiques. Our operative also reported seeing former TESDA chief Augusto “Tito Buboy” Syjuco strolling with his wife trailed by a suitcase-toting aide. Also sighted: ex-PAGCOR chairman Efraim Genuino at Pepper Lunch; Senator Manny Villar and family coming out from a late-night movie; and DTI Secretary Greg Domingo in a huddle with a presidential cousin – who recommended the DTI chief to P-Noy.

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