Why fix if it isn't broken?

DOT's new branding for the country's tourism industry 

The old one: the tried and tested Wow Philippines

The new campaign for the country's tourism branding is stirring a lot of reactions. A lot of negative reactions.


I'm not pretending to be an expert here, but as a full-time copywriter whose everyday job is to create catchy and compelling slogans and copies, I personally think that the campaign definitely lacks the oomph factor.


First of all, I don't think that there's a need to change the 'Wow Philippines' campaign as it is already okay. It may not be the best, but at least it has the wow factor and it perfectly delivers the message across. 

Second of all, if you're going to replace something that is already good, might as well replace it with something that is exceptionally good. If you can't, then at least try with something that is equally nice. 

And last of all, I disagree with the inclusion of the Tarsier in the new logo. Yes, we Filipinos are definitely proud of these cute little primates that are found only in the Philippines, but including it to our country's international branding might only lead to mockery. I'm pretty sure that the intention was good, but is it not that foreign racists call our race as brown monkeys? (Just saying..)

I believe that whoever created/promoted this idea of changing the country's branding can still come up with much better and more creative concepts. They can ask for some tips from our neighbor countries who are definitely way ahead than us. 

The government says that they are lacking in funds. Then instead of wasting so much money in creating a new one why not just enhance the existing one?