chuvaness
What is heartwarming?
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The assistant of the Secretary of Tourism emailed me during the holidays, asking if I would be free to meet with Sec. Mon Jimenez on January 5th.
At first I thought it was a prank when a venue in Serendra was suggested. When the meeting was moved to the Department of Tourism instead, I knew I had to get up in the morning and be there.
The day before, Carlos Celdran had already met with Sec. Jimenez about the new ad campaign they are launching for the Philippines. Yesterday it was mine and Anton Diaz’s turn.
I arrived early for the 11 AM meeting and had time to go around the building. Guys, this is not the Fullerton Hotel, this is the Department of Tourism.

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It may look good on my Canon S95, but the building is really dilapidated. My heart sank as I entered the restroom and saw conditions that make NAIA’s toilets look like the Four Seasons. That said, I understood there really was no budget there.
I went up the stairs to the fourth floor and found Anton Diaz at the reception area outside the Secretary’s office.
To pass the time, Anton and I talked about our blogs. Having never been to Boracay, I asked Anton to explain the meanings of Stations 1-3, which he happily did.

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Map of Boracay

After nearly an hour, we moved into the well-appointed office Secretary’s office and was grateful I wore a long cardigan (read: winter).

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Prior to the meeting, I had spoken to my dad, my uncle Greg Garcia, my brother-in-law Leo Riingen and my sister, who all had good things to say about the Sec. Jimenez. So even though I have all these negative thoughts about local tourism, I decided to just listen to what he had to say.
And so, he blew me away.

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L-R: Anton Diaz, Sec. Jimenez, Ren Sapitan (Executive Assistant to the Secretary)

There were some things said in private, which gave me an idea about where the Secretary was coming from. And there was the campaign that he explained to us, where it was coming from, the low budget they were working with, the bureaucracy, the frustrations and the limitations. With that, I decided to support before fighting for changes (that’s for later ;))
Eight ad agencies were invited to bid. In the end, BBDO won with a simple campaign that sells an idea instead of a rhyme or an adjective. That idea is fun.

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Because of the low budget, the local campaign will rely on social media like us who are on blogs, Facebook and Twitter, hence the hashtagged campaign, #1ForFun which is currently trending on twitter.
The real budget will be spent mostly on an international campaign, and expect many creative ideas to appear abroad such as

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After the meeting I was really psyched to help DOT in any way I can. Sec. Jimenez said they would send us the campaign materials as they come. We said goodbyes, Anton and I took the stairs going down.
Past 1 PM, I told the driver to take me to Café Adriatico for a solo lunch. Unfortunately, Chicken ala Kiev is no longer there, so I had Lola Ising’s Adobo Rice, which no longer had its “kick”.

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Without my favorite dish, it didn’t make sense to come back to this place I have been going back to since 1987

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Outside there were many hip foreigners such as this couple wondering what to order

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Malate still has a few tourists going around with maps and confused looks, enjoying the sun in their shorts, sleeveless tops and slippers and I wonder, can we make them come back and multiply and will you help?

To know more about the campaign, click HERE.

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BAM

How funny, I was just there looking for chicken kiev last week too and also ended up ordering lola ising’s adobo rice lol!

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Guest

This is progress indeed, Cecile. They are listening to the people!  All the best to the DOT and the people who want to make this work!

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CVS Reply:

thank you

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johnnydu

Am no George Tapan, but here’s doing my share for the DOT campaign!

http://johnnydu.blogspot.com

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Guest

No more chicken ala kiev in Cafe Adriatico? That’s sad!  

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Dawndie Dawndie Dawn

My sister and I are so inspired by the campaign that we made our own version 
http://dawndie.tumblr.com/post/15500560224/our-contribution-for-the-itsfuninthephilippines and we had so much fun 🙂

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Guest

Cguro yung isa sa mga bagay that were said in private ay mag blog sila about many destinations here in the PH tapos sagot ng DOT lahat hahaha peaaacceeee joke only.

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CVS Reply:

if that’s the case, they can’t afford me.

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Christopher Sevilla Reply:

hahaha Korek kaya salamat sa pag suporta mo sa kanila ^^

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gik
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Guest

lol it’s truly fun!! netizens overwelhms fb and twitter with parody! i salute the new DOT Sec for taming the likes of CVS good job ! and to you CVS nag pagamit ka naman kita mo dika ngayon maka post ng mga parody of the new branding lol!

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Guest

Go go go!!!

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Guest

Less shady people = more tourists

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Guest

Dead? Or maybe planking? 

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Anonymous

I like it. And one of the reasons I like it is that it’s more than just a slogan—it’s a campaign. “Slogan-making” is so high school.

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Anonymous

I like it. And one of the reasons I like it is that it’s more than just a slogan—it’s a campaign. “Slogan-making” is so high school. 

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Arlene168

mas prefer ko pa rin yung wow philippines! bat kaya ndi nalang i-retain yon?

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CVS Reply:

cause it didn’t work obviously.

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Anonymous

sasabihin ko “It’s more fun to eat in Pepper Lunch” does that mean ginaya ko na ang Switzerland?

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Anonymous

Here in New Zealand tourism industry is really huge, it is in fact one of its major industries aside from the baka and sheep! What makes people from all over the world come back here is the fact that it is a very safe place to go around. You can walk on the streets in the middle of the night without any apprehension of being hurt or held up. I guess one of the things that our country can do is to make tourists feel secured in their places of destination although in general everything and everyone in the Philippines… Read more »

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Guest

While yours is a truly heartwarming blog post, there’s really a good number of Filipinos not happy with this latest iteration for a touristic campaign. So, as we wish the DOT good luck and are genuine advocates of Philippines and its people (not just the tourism aspect that is short-term, some of us are after long term sustainable relationships globally), we will skip using this logo and slogan. FUN does not epitomize the message we’d like to imbibe. FUN is not the main thought we’d like to leave the rest of the world when they think of our country, our… Read more »

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Anonymous

eh ano?

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Anonymous

Oo nga. Mabuti na yung fun, kesa naman, holdap, carnap at kidnap

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Anonymous

Mabuti na yung fun, kesa naman, holdap, carnap at kidnap.

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goldielucks

Don’t people go to other places to have fun, at the very least?

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Guest

so what do you suggest? be constructive naman

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jeroen

As a none pinoy I really like this campaign and it is going to work so well for “us” 😉 
Hell, i am kinda proud! haha It will make every tourist forget about those other asian countries slogans…
The ad agency rocks, mr. Jiminez rocks and all of you supporting it! 

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Guest

Hubby always tells me, “Philippines is more beautiful than it’s neighboring countries like Thailand, Malaysia and Vietnam, but how come they are doing better than Philippines when it comes to tourism?” I said perhaps we do not know to promote our country well. So that’s why I am happy to hear about this DOT’s step to improve the country’s tourism. Last year, our family traveled twice abroad and landed on 3 countries. This year, we will travel just around Philippines (goal: Cebu, Romblon, Boracay & Vigan) and use my blog and network to promote the places that we’re going to visit. [Reply]CVS… Read more »

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Guest

Finally! A slogan we won’t be ashamed of! We’re even utilizing our unique sense of humor in the ad campaign. 🙂

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Guest

Mon is a wonderful person. Such a great choice for DOT.  You should meet his wife too.  Another advertising genius. 
P.S. I can’t believe you’ve never been to Boracay!  Go na.  Your kids will love it.  Stay in Discovery Shores, cheaper than Shang.  Or try also Fridays or Two Seasons. They’re all next to each other in Station 1 – the quiet part of Boracay, and the best stretch of beach there.

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Guest

I don’t mean to be a b*tch and start an argument here, Ms C. Sorry about that. There was absolutely a lot more to your article that he/she could’ve focused and commented on, rather than give you a crash course on grammar (which this person is clearly not a master of, either.) Just my two cents:) [Reply]|/|aayo Reply:January 6th, 2012 at 4:34 PMI chose not to go into minute detail about what I liked/disliked about the post but on the whole, I liked it. That is why my opinion about the subject was short. As for grammar, everyone makes mistakes (‘tao lang po”,… Read more »

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Guest

I chose not to go into minute detail about what I liked/disliked about the post but on the whole, I liked it. That is why my opinion about the subject was short.

As for grammar, everyone makes mistakes (‘tao lang po”, ‘ika nga) and even editors are not exempt. So I do appreciate it when people tell me that I also make mistakes when I write. It’s how the comment is phrased that really leaves room for misunderstanding.

That said, I do respect your opinion and I hope that Chuvaness wasn’t offended by my comment din. 🙂

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Gregg Lloren

I am apprehensive with the campaign at first. Pero sige na, suportahan!

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Guest

Fun parin kahit in death anniversaries! #ItsMoreFunInThePhilippines

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Liberating Jepoy

After PPUR’s inclusion in the 7 Wonders of Nature, indeed our slogan shows our optimism and perseverance – truly Pinoy! It’s very nice that they consider the social media as an avenue for PR. Good luck and we’re #1ForFun 😉

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Guest

My sister’s Brit boyfriend spent his Xmas and New Year’s here in the Phils. They went to Palawan, Dagupan (our hometown) and Intramuros (he’s a photographer). He SUPER enjoyed the food and said that everyone is so friendly and warm. The weather is definitely one thing tourists love about the Philippines (which, we locals dislike, diba?) The bad thing though, his bag was snatched two days before he left the Philippines. Inside was a 5D Mark II and a 6-week old iPad. 🙁 Nasa Makati CBD pa naman kami having lunch, so almost everyone naka corporate attire, di mo naman… Read more »

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Lovi

Theft is not isolated to the Philippines, it’s a global occurrence.
That said, wag nang mahiya, it’s not your fault.

Pag may Pinoy tayo na kakilala na nasnatchan, nahihiya din ba tayo?

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Guest

I really this new slogan. 🙂 It focuses on the brighter side of the Philippines. Although we all have a tendency to be pessimistic, I can really see this new campaign taking off. Ms. C, may konting typo lang sa entry: “Yesterday it mine and Anton Diaz’s turn.” Just missed an apostrophe and “s” in “it mine”. 🙂 [Reply]Sasha White Reply:January 6th, 2012 at 1:54 PM“I really____ this new slogan…” Word to the wise: Police your own entries first. Yours is actually so much more worse than Ms C’s typo error itself. I’m sure Ms C appreciates your feedback, but… Read more »

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Guest

“I really____ this new slogan…”

Word to the wise: Police your own entries first. Yours is actually so much more worse than Ms C’s typo error itself.

I’m sure Ms C appreciates your feedback, but from a grammar standpoint, I don’t think she would be taking advice from you anytime soon.

Cheers:)

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Guest

That’s okay. I fixed the error in my own comment. Thanks!

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Guest

As another blogger, I want to help, too! And I’m excited to see how you’ll be supporting this wonderful campaign! P.S. Cecile, let’s go to Boracay. Haven’t been there in years and years and years. I hear it looks like a mall now, with sand. I dunno if that makes me happy or sad! [Reply]CVS Reply:January 6th, 2012 at 11:57 AMAnton suggested the Shang, and I’m ok with that kaya lang johalia jackson ang rates [Reply]Topaz Horizon Reply:January 6th, 2012 at 12:09 PMI want to stay at the Shang, too, but yes the rates are scary. Parang I’d rather fly… Read more »

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Guest

better than the previous campaign

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