The Department of Tourism just launched it's domestic tourism campaign with the slogan, Pilipinas, Tara Na! just this week coupled with reviving of the Byahe Tayo song in three versions though only one version was released. Anyway, from what i had seen in the internet there are some criticisms as to the new campaign with some even thinking that this is the replacement of the embattled, Pilipinas Kay Ganda. Ang hirap talaga sa karamihan ng mga Pilipino, ang bilis magbigay ng reaksyon ng hindi muna inaalam ang mga bagay-bagay. However, i personally believed that the logo is not that visually appealing. there's no something that can really encourage me to travel and roam around the 7,107 islands of the country. siguro, kelangan pa ng improvement pero ang sabi nga ng DOT, everyone is encouraged and is free to make their own interpretation of the Pilipinas, Tara Na! campaign logo. pero hopefully, the department can improve it within the following months or days. mas magaling at mas maganda ata ang pwedeng magawa ng Pilipino na logo. pero of course, criticisms can never be erased dahil sabi nga, we can never pleased everybody. At ako bilang isang Pilipino ay susuporta sa campaign na ito dahil i personally believe that there is so much that the Philippines can offer. ngapala, inaabangan ko na din ang international/foreign tourism campaign ng DOT. hopefully, something appealing.
The "Pilipinas, Tara Na!" Logo
The Pilipinas, Tara Na! campaign is a domestic tourism campaign targeted towards Filipinos, an effort to encourage local residents to visit the many attractions in-country. Given that a very broad audience is being targeted, the creative team zoned in on what is most important to many: family. As such, the creative team feels that it is best to illustrate the joys of traveling through the perspective of family, especially what appeals to children – perhaps the most important and influential members of the smallest to the biggest of clans.
While details of the other campaign components are still under wraps until the launch later this summer, the major elements of it flow from this rationale of appealing to the family-loving Filipino in general. This includes the centerpiece: a remake of the very successful and catchy “Biyahe Tayo!” song featuring some of the biggest Filipino artists, which has been made into many various versions by Filipinos across the country, even the world.
One necessary component of the campaign is the logo. In keeping with the campaign title, Pilipinas, Tara Na!, the logo invokes a call to action, an invitation for each Filipino to visit the country’s own beautiful destinations using different modes of transportation.
The Pilipinas, Tara Na! logo is rendered in comics style to appeal to a broader audience regardless of age, gender and socio-economic status, evoking light-heartedness, a spirit of fun and a sense of pride in our country.
Original Filipino cartoons or komiks proved to be an entertaining medium through which the Filipino way of life was told. When the first Filipino comics, Kenkoy¸ was published, it became very popular that it was translated to other regional languages and was used in different media. More komiks were soon created, depicting the lives and culture of Filipinos and injecting humor on different issues. Similarly, the old-school vibe of the Pilipinas, Tara Na! logo is meant to stir nostalgia among older generations. As children, many of us have fond memories of local vacation trips with our families, trips that now seem to be outshone by the opportunities to travel abroad, or that are exchanged for getting the latest gadget. The destinations that were most visited before still exist now and the aim is to create the emotional pull that would get parents to want to visit them again for the younger generation to enjoy as they did.
The plane, jeepney and ship signify the country’s most utilized modes of transportation, providing an obvious connection to travel as well as the call to action. The colors depict a sense of nationalism as its shades are inspired by the Philippine Flag. The vibrant sun extends this patriotic theme and portrays hope for brighter local tourism prospects.
During the conceptualization of the campaign logo, the creative team conducted a focus group discussion where several studies were presented. While different interpretations ranging from the very basic text-only designs to more contemporary styles appealed to certain groups, it was found that this more basic, simple and fun rendering of the logo appealed to the greater audience.
*NOTE FROM THE DOT:
While this is the official logo of the Pilipinas, Tara Na! Domestic Tourism Advocacy Campaign, everyone is welcome to create their own interpretations of Pilipinas, Tara Na!. Make posters, shirts, caps, buttons and display or wear them with pride. We need your help. Let’s all be tourists in and tourism ambassadors for the Philippines.
Pilipinas, Tara Na!
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