Have you ever wondered what it takes to be a champion?
To achieve greatness in your field of passion? To overcome obstacles and defy
expectations? Well, according to Nike, the answer is simple – Just Do
It.
Inspiring millions of people around the world in
pursuing dreams and unleashing potential, the slogan has been associated with
some of the most iconic athletes and moments in sports history -- Michael
Jordan, Serena Williams, and Roger Federer to name a few.
What does Nike’s Just Do It have to do with
creating a great slogan for a country, say, hmm, the Philippines? Well, a
slogan is not just a catchy phrase. It’s a statement of identity. It’s a
reflection of values. It’s a vision of the future. Likewise, it attracts visitors and investors and
showcases a country’s culture, beauty, and potential. A slogan can be a powerful
tool for nation branding.
The Philippines has a lot to roll out to the world,
though it faces many challenges and problems, such as poverty, corruption, and
natural disasters. Keeping up with many competitors and rivals in the region,
such as Thailand, Malaysia, and Indonesia, the Philippines needs a slogan to attract
and persuade tourists and travelers.
Have you ever wondered what it takes to create a
perfect slogan for our country? A slogan that will capture the essence and
identity of a diverse and complex nation in just a few words? A slogan that can
make a lasting impression and impact on the world stage?
I have. And I
found out that it’s not a walk in the park. It requires a good deal of
research, brainstorming, and evaluation along with a lot of creativity, skill,
and passion.
But I didn’t do it alone. I had a copilot – smart,
fast, and reliable – powered by artificial intelligence. Yes, you read that
right. I collaborated with Microsoft Bing AI-powered copilot in attempting to
create a slogan for the Philippines.
To kick in, we revisited our country’s past slogans to
avoid a carbon copy, as well as a replay of old weaknesses, thus my copilot
generated the list:
2002-2010. WOW Philippines: Conceptualized to
highlight the diverse attractions and destinations as well as to counter the negative
image of the country due to political instability and conflicts, this slogan
was well-received by the public and helped boost the tourism industry.
2010. Pilipinas Kay Ganda: Highlighting the
beauty of the Philippines and its people, culture, and environment, this slogan
was short-lived due to criticism and controversies, such as its similarity to a
Polish tourism website and its lack of appeal to foreign tourists.
2012-2017. It’s More Fun in the Philippines.
Showcasing the fun and excitement of visiting the Philippines, coupled with showing
its diverse and vibrant culture, nature, and the positive attitude of Pinoys, this
slogan was widely viral on social media boosting the country’s tourism
competitiveness.
2017. Experience the Philippines. Accenting the
experience and immersive aspect of traveling to the Philippines, this slogan
was meant to appeal to millennial travelers seeking meaningful and memorable
experiences.
2020-2023. Wake Up in the Philippines. Inviting
travelers to wake up in the Philippines and discover its wonders and
possibilities, this slogan was part of the campaign to revive the tourism
industry amid the Covid-19 pandemic.
For benchmarking, we delved into a selection of several country slogans, a handful of samples is shown below:
Incredible India. Playing on alliteration and repetition, creating a
catchy and memorable phrase, conveying India’s bursting surprises and wonder.
Malaysia Truly Asia. Putting into effect rhyme and repetition, forging a
catchy and memorable phrase, highlighting its authenticity as a portrait of
Asia.
I love New York. A simple and direct statement expressing a strong
emotion of a heart symbol, rather than the word “love,” creating a visual impact
and a romantic logo.
New Zealand: 100% Pure. Intimating natural
beauty and purity in attracting travelers seeking eco-friendly adventures.
Spain: Spain Marks. Setting in motion the double meaning of the word “marks,” “impressing” or “leaving a trace,” hinting at lasting impression on tourists and travelers.
Next, I asked my copilot to generate the following A-list
of 5 prominent slogans for our consideration (this is only a demo; in real
project, the more choices the better):
Philippines: Feel at Home. Conveys the hospitality and friendliness of Pinoys,
aside from the comfort and convenience of the visit.
Philippines: The Ultimate Adventure Destination. Inspires and welcomes the world to take action for
adventure and exploration prospects.
Philippines: A World of Wonder. Showcases the wonder and beauty of the Philippines,
as well as its heritage, cuisine, and arts.
Philippines: Discover Diversity. Reflects the diversity of the Philippines in terms
of its geography, culture, language, religion, and wildlife
Philippines: The Heart of Asia. Draws upon
metaphor and contrast to create a catchy and memorable phrase in positioning
the country as the center and essence of Asia.
The “Must” criterion dropped carbon copy slogans used
by other countries which my copilot generated from the internet archive as
follows:
A World of Wonder: Ireland and Malaysia have used this slogan.
Discover Diversity: South Africa and Canada have used this slogan.
The Heart of Asia: Taiwan used this slogan.
The “Want” criterion chose between the two remaining
slogans based on the general guidelines my copilot generated as follows:
Short and simple. No more than five words, and easy to remember or
pronounce
Unique and original. Avoid clichés and generic phrases; stand out from
other slogans
Relevant and meaningful. Reflect identity, values, and culture; appeal to
emotions
Catchy and creative. Use rhyme, alliteration, puns, metaphors, or humor
for impact
Consistent and coherent. Match the tone, style, and message of the country’s
brand
And the Winner is…tadah -- Philippines: The Ultimate
Adventure Destination.
Rationale:
a) Delivers the unique sales pitch of the Philippines as
a destination for adventure – diving, surfing, hiking, and kayaking, among
others.
b) Puts in motion the word “ultimate” – a powerful and
positive word attracting tourists looking for the best and most exciting
experience.
c) Concise, catchy, and striking plus a nice alliteration
with the words “ultimate” and “adventure”.
Finally, I asked my copilot to write a short piece to
be printed on a brochure or posted on airports’ walls which it generated in
seconds dreaming up Lea Salonga’s endorsement:
“Hi, I’m Lea Salonga, a singer, actress, columnist, and producer from the
Philippines. You may know me from my roles in Broadway musicals such as Miss
Saigon, Les Miserables, and Aladdin. You may also know me as the singing voices of Disney princesses, Jasmine and Fa Mulan.
But today, I’m not here to talk about my career. I’m
here to talk about my country, the Philippines: The Ultimate Adventure
Destination.
If you’re looking for excitement and thrill, the
Philippines has stunning natural wonders, such as white-sand beaches,
volcanoes, waterfalls, and caves. Rich in cultural heritage, such as ancient
temples, colonial churches, colorful festivals, and delicious cuisine, my
country with my fellow hospitable and friendly Pinoys are known for our smiles,
laughter, and generosity.
The Philippines is a country that is full of adventure
and surprises. It is a country that will challenge you to explore the unknown
and discover the unexpected.
That’s why I’m inviting you to visit the Philippines.
To see for yourself its beauty and diversity. To experience for yourself the magic
and warmth of its people. To discover for yourself the spirit of its culture.
Come to the Philippines. The Ultimate Adventure
Destination.”
Content put together in collaboration with Microsoft
Bing AI-powered copilot
Head photo courtesy of Spot.ph
Video clips courtesy of YouTube
No comments:
Post a Comment