Bayan Sell
June 10, 2001 | 12:00am
Amazing ThaiLand. Surprising Singapore. The Colours Of Malaysia. Hong Kong – The City Of Life.
These wonderful slogans are from our Asian neighbors. Every destination in the world aims to share the good things it has with people.
Call it a catch phrase, call it a slogan. Such brief and potent statements – taglines that best describe entire marketing, sales, promotion, public relations and advertising action plans – often do wonders to a destination by attracting visitors to come and stay a while.
I remember vividly the bulletins, advertisements and broadcasts that said it loud and clear: Viva España. And the highly visible and successful campaign that simply declared, I love New York.
Through the years, we’ve had our own share. Do you recall The philippines: where asia wears a smile or the philippines: where asia loves to smile? How about fiesta islands, musicale islands or the philippines – our islands have it! My dear tita ethel garcia even recollects the era when we were known as the pearl of the orient.
Late last week, we gamely challenged several hotel executives – people who are constantly toying with ideas – to play with words and communicate their messages to the listening world. The challenge was to come up with a battlecry that best describes our islands and people.
Here are their suggestions:
Steve Naguiat, public relations manager, Century Park Hotel: MABUHAY PHILIPPINES! Mabuhay is the most famous Filipino greeting. Coming from two Filipino words – may buhay – the word literally means "with life" and this best describes the Philippines, a place full of life. Mabuhay is more than just a greeting. It is a word that embodies the genuine and unique Filipino hospitality in every home; a trait that is reflected in the warm welcome given to our visitors. We make it a point to make our visitors feel the Philippines is their home away from home, a place where fond memories will be created and beautiful stories will be told to their friends and relatives.
Genny Puno, communications manager, Hyatt Regency Manila: Philippine Islands – a wealth of treasures and pleasures. The phrase captures what travelers can expect from the Philippines. I stress on our islands because it is there where tourists find excitement and adventure. The word pleasure encompasses everything, from the recreational to sports, nightlife and shopping activities. Treasures pertain to what is unique to our heritage.
Malou E. Rosal, Public Relations Manager, Dusit Hotel Nikko: The great philippine adventure. A visit to the philippines is one great adventure. We have so many exciting sites to offer – from diving to snorkeling, riding the waves, to canoeing down the rapids. In fact, every kind of water sport imaginable is possible here. Then, there’s exploring different caves and underwater grottos, mountain climbing, jungle tours, or even walking over a recently erupted volcano. The food is an epicurean adventure. From the popular filipino dishes to the more exotic balut and other delicacies that tourists are fascinated with. And the shopping! It would be such fun to be let loose at all our shops – be they tiangges or the high-end boutiques. Whichever way they turn, visitors will truly remember the cacophony of manila streets with all the sights and sounds that make this one great adventure trip.
Monique Toda, director of communications, New World Renaissance Hotel: PROMISING PHILIPPINES. I chose the word promising because it is positive and connotes coming success and yielding good results. As a destination, we promise to fulfill visitors’ expectations from a beautiful country with a diverse and interesting culture, and a people who are warm and hospitable. Furthermore, there is so much promise for our country to better itself and improve its image.
Lourdes Tan-Arrieta, Communications Manager, Traders Hotel Manila: Undeniably filipino – asia’s friendliest. I believe that filipinos are the friendliest people in asia. Having been with the hospitality industry for 30 years, i have received numerous comments from guests saying that filipinos are amiable, good-natured, helpful and hospitable – it’s just awesome!
Rica Baello-Peñalosa, Public Relations Manager, The Westin Philippine Plaza: Xtreme philippines. Coming up with a tagline and a marketing plan to effectively market the philippines at this particular time is a challenge to any marketing genius but the time to think about it is now! A few taglines crossed my mind: paradise found – philippines, friendly isles-philippines, musicale isles – philippines. But these focus too much on the beaches or island-concept when manila also offers great shopping, nightspots, historic sights, great restaurants. Even the chaos can be charming. Somehow, the phrase xtreme philippines keeps coming back to me. Besides, it has a nice ring to it. The word connotes adventure and mystery in a positive way and instantly conjures up feelings of high energy. The tagline has to present the most unique things the country has to offer in entertainment, cuisine, exciting water and adventure sports, spelunking and whale watching and lenten crucifixion festivals which are all extreme experiences. We in pr know that very well – the message is used to influence perception until perception becomes the reality.
Joy Manankil-Gonzales, Marketing Communications Manager, The Heritage Hotel: Philippines… explore the islands’ splendor. Our country’s pristine beaches will always be our best assets so i think it’s best to highlight what we’re most proud of. "islands’ splendor" also refers to our colorful culture, rich produce and yes, even our warm and gracious hospitality.
Eunice Velasco-Acejo, Director Of Public Relations, Manila Midtown Hotel/Manila Galleria Suites/Cebu Midtown Hotel: Picturesque philippines. From the grand architecture of the banaue rice terraces to the beautiful beaches of boracay and the underwater paradise of el nido, it is undeniable that the philippines is teeming with scenic, camera-ready spots. Hence, picturesque philippines would be an excellent way to present the country abroad. This tagline is simple and short, but with strong recall. And above all, it’s for real.
Joseph Arias, Public Relations Manager-Rooms, The Peninsula Manila: Asia’s winning smile! I actually came up with several possible slogans such as sun, sea and smiles (the three s’s the philippines is known for), a symphony of islands (taking off from the musicale islands theme) and over 7,000 islands to discover. But my personal favorite asia’s winning smile! It says it all.
Sharon Samarista, public relations manager, Holiday Inn Manila: FIESTAS PILIPINAS! This may not be too original as we have used fiesta islands some years back. However, this best describes our culture and what we have to offer. "Fiestas Pilipinas" speaks of our colorful and diverse culture and our love of festivities and merriment. The Filipinos are such fun-loving, sentimental people that we find all the excuses and occasions to celebrate. The slogan is suggestive of what a tourist can expect to see, feel and experience in this country. It is an invitation to celebrate.
These wonderful slogans are from our Asian neighbors. Every destination in the world aims to share the good things it has with people.
Call it a catch phrase, call it a slogan. Such brief and potent statements – taglines that best describe entire marketing, sales, promotion, public relations and advertising action plans – often do wonders to a destination by attracting visitors to come and stay a while.
I remember vividly the bulletins, advertisements and broadcasts that said it loud and clear: Viva España. And the highly visible and successful campaign that simply declared, I love New York.
Through the years, we’ve had our own share. Do you recall The philippines: where asia wears a smile or the philippines: where asia loves to smile? How about fiesta islands, musicale islands or the philippines – our islands have it! My dear tita ethel garcia even recollects the era when we were known as the pearl of the orient.
Late last week, we gamely challenged several hotel executives – people who are constantly toying with ideas – to play with words and communicate their messages to the listening world. The challenge was to come up with a battlecry that best describes our islands and people.
Here are their suggestions:
Steve Naguiat, public relations manager, Century Park Hotel: MABUHAY PHILIPPINES! Mabuhay is the most famous Filipino greeting. Coming from two Filipino words – may buhay – the word literally means "with life" and this best describes the Philippines, a place full of life. Mabuhay is more than just a greeting. It is a word that embodies the genuine and unique Filipino hospitality in every home; a trait that is reflected in the warm welcome given to our visitors. We make it a point to make our visitors feel the Philippines is their home away from home, a place where fond memories will be created and beautiful stories will be told to their friends and relatives.
Genny Puno, communications manager, Hyatt Regency Manila: Philippine Islands – a wealth of treasures and pleasures. The phrase captures what travelers can expect from the Philippines. I stress on our islands because it is there where tourists find excitement and adventure. The word pleasure encompasses everything, from the recreational to sports, nightlife and shopping activities. Treasures pertain to what is unique to our heritage.
Malou E. Rosal, Public Relations Manager, Dusit Hotel Nikko: The great philippine adventure. A visit to the philippines is one great adventure. We have so many exciting sites to offer – from diving to snorkeling, riding the waves, to canoeing down the rapids. In fact, every kind of water sport imaginable is possible here. Then, there’s exploring different caves and underwater grottos, mountain climbing, jungle tours, or even walking over a recently erupted volcano. The food is an epicurean adventure. From the popular filipino dishes to the more exotic balut and other delicacies that tourists are fascinated with. And the shopping! It would be such fun to be let loose at all our shops – be they tiangges or the high-end boutiques. Whichever way they turn, visitors will truly remember the cacophony of manila streets with all the sights and sounds that make this one great adventure trip.
Monique Toda, director of communications, New World Renaissance Hotel: PROMISING PHILIPPINES. I chose the word promising because it is positive and connotes coming success and yielding good results. As a destination, we promise to fulfill visitors’ expectations from a beautiful country with a diverse and interesting culture, and a people who are warm and hospitable. Furthermore, there is so much promise for our country to better itself and improve its image.
Lourdes Tan-Arrieta, Communications Manager, Traders Hotel Manila: Undeniably filipino – asia’s friendliest. I believe that filipinos are the friendliest people in asia. Having been with the hospitality industry for 30 years, i have received numerous comments from guests saying that filipinos are amiable, good-natured, helpful and hospitable – it’s just awesome!
Rica Baello-Peñalosa, Public Relations Manager, The Westin Philippine Plaza: Xtreme philippines. Coming up with a tagline and a marketing plan to effectively market the philippines at this particular time is a challenge to any marketing genius but the time to think about it is now! A few taglines crossed my mind: paradise found – philippines, friendly isles-philippines, musicale isles – philippines. But these focus too much on the beaches or island-concept when manila also offers great shopping, nightspots, historic sights, great restaurants. Even the chaos can be charming. Somehow, the phrase xtreme philippines keeps coming back to me. Besides, it has a nice ring to it. The word connotes adventure and mystery in a positive way and instantly conjures up feelings of high energy. The tagline has to present the most unique things the country has to offer in entertainment, cuisine, exciting water and adventure sports, spelunking and whale watching and lenten crucifixion festivals which are all extreme experiences. We in pr know that very well – the message is used to influence perception until perception becomes the reality.
Joy Manankil-Gonzales, Marketing Communications Manager, The Heritage Hotel: Philippines… explore the islands’ splendor. Our country’s pristine beaches will always be our best assets so i think it’s best to highlight what we’re most proud of. "islands’ splendor" also refers to our colorful culture, rich produce and yes, even our warm and gracious hospitality.
Eunice Velasco-Acejo, Director Of Public Relations, Manila Midtown Hotel/Manila Galleria Suites/Cebu Midtown Hotel: Picturesque philippines. From the grand architecture of the banaue rice terraces to the beautiful beaches of boracay and the underwater paradise of el nido, it is undeniable that the philippines is teeming with scenic, camera-ready spots. Hence, picturesque philippines would be an excellent way to present the country abroad. This tagline is simple and short, but with strong recall. And above all, it’s for real.
Joseph Arias, Public Relations Manager-Rooms, The Peninsula Manila: Asia’s winning smile! I actually came up with several possible slogans such as sun, sea and smiles (the three s’s the philippines is known for), a symphony of islands (taking off from the musicale islands theme) and over 7,000 islands to discover. But my personal favorite asia’s winning smile! It says it all.
Sharon Samarista, public relations manager, Holiday Inn Manila: FIESTAS PILIPINAS! This may not be too original as we have used fiesta islands some years back. However, this best describes our culture and what we have to offer. "Fiestas Pilipinas" speaks of our colorful and diverse culture and our love of festivities and merriment. The Filipinos are such fun-loving, sentimental people that we find all the excuses and occasions to celebrate. The slogan is suggestive of what a tourist can expect to see, feel and experience in this country. It is an invitation to celebrate.
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