Pilipinas Kay Ganda () was a short-lived

advertising campaign An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ideas, beliefs, and conc ...

made by the Department of Tourism to promote tourism in the

Philippines The Philippines (; fil, Pilipinas, links=no), officially the Republic of the Philippines ( fil, Republika ng Pilipinas, links=no), * bik, Republika kan Filipinas * ceb, Republika sa Pilipinas * cbk, República de Filipinas * hil, Republ ...

. Launched in 2010, it replaced the

WOW Philippines Wow Philippines (stylized as WOW Philippines) was a tourism marketing campaign used to promote Tourism in the Philippines. The name of the campaign also served as the tagline of the campaign. Background Then Department of Tourism secretary Rich ...

campaign that was launched in 2002. The tourism slogan and the associated logo used for the campaign were controversial and received mostly negative reception from the Filipino public, even leading to the resignation of the country's then-Tourism Secretary,

Alberto Lim Alberto Lim is a Filipino businessman. He was a former Philippine Secretary of Tourism. On June 29, 2010, President Benigno Aquino III picked him as his Secretary of Tourism. He, however, quit his post on August 12, 2011, due to personal reasons ...

. Pilipinas Kay Ganda was eventually replaced with "

It's More Fun in the Philippines! ''It's More Fun in the Philippines!'' was the tourism marketing campaign of the Philippines from 2012 to 2023. History Conceptualization It's More Fun in the Philippines! was conceptualized in 2011 as the Philippines' tourism marketing campaign. ...

Conception

The advertising agency

Campaigns & Grey Campaigns & Grey is a Philippine-based marketing communications company affiliated with the Grey Group. It is part of Grey's Asia-Pacific operations with offices located in Makati handling the national requirements of its major clients and coordin ...

had advisory capacity over the Pilipinas Kay Ganda campaign, designing the campaign's logo and theme. The agency designed the campaign materials free of charge in support of President

Benigno Aquino III Benigno Simeon Cojuangco Aquino III (; February 8, 1960 – June 24, 2021), also known as Noynoy Aquino and colloquially as PNoy, was a Filipino politician who served as the 15th president of the Philippines from 2010 to 2016. The son of ...

's administration. The agency claimed that the released logo was just a study and was released prematurely by the Department of Tourism.

Plagiarism controversy

The Pilipinas Kay Ganda campaign logo design was criticized for alleged plagiarism. Discussions on social media pointed out and suspected that the campaign logo was plagiarized from Poland's tourism campaign, "Polska" (). The logos of Polska and Pilipinas Kay Ganda's font were similar. Both the letter "L" of the campaign slogans were stylized into trees. The difference is that Pilipinas Kay Ganda's letter "L" was stylized into a coconut tree with a smiley face as opposed to Polska's "L" which was stylized into a generic tree. Tourism Secretary

acknowledged that the Philippine campaign slogan bares some similarities with the Polska logo and commented that the Philippine campaign logo was more colourful. Tourism Undersecretary Enteng Romano, in a text message forwarded by Palace Spokesperson Abi Valte, denied that the Philippine campaign logo was plagiarized and that the logo has enough elements to be distinct from Poland's campaign logo.

References

{{reflist 2010 in the Philippines Philippine tourism campaigns Filipino advertising slogans Department of Tourism (Philippines) Works involved in plagiarism controversies Advertising and marketing controversies 2010 introductions Controversies in the Philippines