What do you think of the new DOT slogan "Pilipinas Kay Ganda"?

[karl]

In terms of creativity, I must say the slogan can be improved. Unfortunately, I am not a copywriter and I currently don't have a better slogan to suggest.

Assuming the world market is their intended audience, I am pretty certain that the slogan is not apt for Dept of Tourism's business objective. Since it's in Filipino, it already becomes a barrier!

It is also not unique.
It's not ownable by Philippines (if we treat Philippines as a brand).
Any country can say their country is beautiful. The Dept of Tourism and its creative agency should have considered the Philippines' unique selling proposition, before coming up with a slogan that should communicate that USP. For instance, Malaysia sells its diversity so it markets itself as 'Truly Asia'. For the Philippines, what is our USP? Should it be our resiliency as a race? Our hospitality? I don't know. They should have done a detailed consumer research to answer that.

Should they have done that research, I must say the consumer insighting team could have done better in arriving at a powerful insight. :-(