What's the point of rebranding?

November 16, 2010 at 6:11am


Until now, I can't see the point of rebranding given a very successful WOW Philippines campaign. We all agree it had been very instrumental in the substantial increase of tourism arrivals. Many of our neighbors have had tourism campaigns that are at least a decade old, surviving several changes in governments.


The multi-awarded Malaysia Truly Asia campaign was launched in 1999. And after eleven years and five tourism ministers, it continues to entice tourists to visit Malaysia.


Amazing Thailand is even older, having been launched in 1997. Despite political instability and several changes in government, it remains as Thailand's tourism brand.


After its launch in 2002, the Incredible India campaign has become a strong brand for Indian tourism.


So I thus can't understand why the current execs of the Department of Tourism want to get rid of a brand our country has worked so hard to build and invested so much money on. If it ain't broke, why fix it?


While the Uniquely Singapore destination brand which was launched in 2004 was recently replaced with YourSingapore this year, by golly (as Prof. Monsod would exclaim in class) they have all the money to do it.


Though I am open to changes in our destination marketing, for the love of the Philippines, if you really want to do it, come up with something we can be proud of. Sorry folks, but Pilipinas Kay Ganda just doesn't make the pitch.