Table Talk: DOT Secretary Ramon Jimenez slogan brouhaha PDF Print E-mail
Monday, 09 January 2012 13:44

DOT Secretary Ramon Jimenez will be better off and sleep soundly if he will just accept that indeed the new DOT slogan he presented to the president days ago is copied from a circa 1951 slogan of Switzerland. By all means accepting the truth will make him an honorable man who knows when to apologize.

Right now, Secretary Jimenez has even the temerity to mock his accusers when interviewed by answering “ ok if you will look deeper, you will even know that there is such a thing as, have fun in Alcatraz” and defended his copying the 1951 Swiss slogan that even a product patent “expires after 50 years “.  How dare the DOT Secretary give such a remark for an answer to a very grievous error, it opens a “Pandora’s box” that he is callous to criticism and suggestions and that even a “can of worms” is accepted by him to justify his means.
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The DOT Secretary was a former high ranking executive of the famed Jollibee chain of fast foods. According to information he was a high caliber propagandist and promotion man, and the President appointed him as head of the Department of Tourism thinking he is a better replacement to the former DOT Secretary Alberto Lim. If memory serves me right, when Secretary Jimenez accepted his present post and during his first interview when asked by a Manila based newsman on “what he intends to do to promote the Philippines to the global tourism industry”, Secretary Jimenez answered “parang chicken joy lang yan”. See? On his first pronouncement, there was already “hot air” in him. If things will not change, the country’s promotional efforts will be a “guinea pig” by big international advertising agencies, who maybe thinking that most Filipinos are stupid, that they can “ram into our throats” their copied and useless advertising ideas and make us pay millions of pesos for nothing. Why not hire local advertising agencies? There is no better man than a Filipino himself who can promote his country.
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Many also pities President Noynoy Acquino for immediately praising the slogan without any hint of restraint to a “selling idea” that has a “shotgun effect” to the world of tourism. It is true that selling needs promotion and advertisement but marketing deals with targets, return on investments, public perception and acceptance and impact to the market. It seems that the President’s reaction to the DOT slogan blunder, he was not given time to be informed on the background of the DOT advertising project and asked questions so that there will be no repetition of Alberto Lim’s plagiarized slogan.
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It is too late for Sec. Jimenez to “cry over spilled milk”. What he can do right now is find the right Local advertizing agency to control the damage and hatch another slogan depicting a picture of the true Philippines, the Land of the Morning. There are plenty of options and the best option is not boasting what we don’t have.
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Scoop: Why is it that almost all DOT promotions only promote the rice terraces and igorots dancing with g-strings, carabao pulling a sled, or native handicrafts while the rest are given low profile? Is that what only sells the Philippines to tourists? Perhaps, so that there will be equal distribution of exposure, DOT should find time to visit the Philippines countryside first and also promote other spots and tribes of the country.