Lessons from ‘Pilipinas Kay Ganda’ Campaign

The Department of Tourism recently launched the newest campaign of the Philippines to other countries - "Pilipinas Kay Ganda." Several reactions from different sectors arised from the launch. Reports even say that the new tourism campaign logo is similar to the Polka Tourism ad. Amidst all the talks, as a marketer, we can all learn and be reminded of the few important ingredients in marketing and branding.

1. KNOW YOUR MARKET

There is no-way, as in no way, any marketer like you and me, can relay a message without knowing our market. It is the responsibility of the marketing group to know who the brand is:

• going to relate to
• to whom the message is for; or
• who is going to interpret the message.

"Pilipinas Kay Ganda" may sound "glamorous" to some Filipinos, but definitely not the foreign tourists that our country wants to attract. The message is not for the local tourists, but for international tourists.

2. KNOW THE MEDIUM

If a marketer knows his / her target market, then it is easier to dissect the road the marketing plan is to take. The medium of the message is as critical as the message itself.

No matter how good any marketing person or group would want to deliver a good message, if it is not sent through the right channel/s, then the message is as good as nothing.

Knowing the medium, is knowing the right platform, languange, format, (etc. etc.) to use in order for the message to be relayed efficiently and effectively.

3. POWERFUL MESSAGE

Composing the message for the campaign is easier if the marketer / marketing group knows the TARGET MARKET, MEDIUM to use. In composing marketing messages, I still believe in the virtue of K.I.S.S.

Keep it short and simple... Stupid (as we were told by our professor in journalism, during college).

It may sound as an overused statement, but I cannot deny the fact that this principle still works.  And in any forms of communication, K.I.S.S. still works! The people who we are trying to persuade are busy people. And we have to understand that they have to get the message STRAIGHT and FAST. In seconds, they're gone. Plus the fact, that the AD CAMPAIGN is going to compete against other countries' tourism campaign, worse, other advertisements in general.

So why not make the message simple, easy to understand, but POWERFUL in content.

4. STAY FOCUSED ON THE GOAL/S

Let us not forget, FOCUS ON THE GOAL. "Pilipinas Kay Ganda" campaign is primarily focused on attracting foreign tourists.

If that's the case, a short, easy to remember, but powerful message is what the Tourism needs, in a language, format or medium that the majority of the target market, if not all, can easily relate to.