Tuesday, August 21, 2007 Seares: The P8.2M SRP sign By Pachico A. Seares News Sense
NO sharp word has lashed out at Cebu City Hall for spending P8.2 million on the sign “South Road Properties” and welcome area landscaping.
Usual weepers over the plight of the poor and perpetual protesters against government waste haven’t been heard or seen. Not a whimper, not a placard against splurging on a billboard.
But then it’s not just a billboard. The public must agree with Mayor Tomas Osmeña and buddies at the City Council: Branding SRP is the way out of debt swamp.
Maybe, the people so desperately want SRP to succeed they can give the mayor freer rein.
There were promises of success. During squabble with Talisay City over ownership: “Wait till titles are issued and see queues of investors.” When titles were released: “We need to sell only one tract of land and our problem is over.”
Well, they did sell some SRP land but “it ain’t over.” Cebu City is still in debt trap’s jaws and most tax revenues still go to moneylenders, not basic services.
Ala Hollywood
Mayor Tomas compares SRP sign to Hollywood sign. The Hollywood sign was originally intended to sell real estate, just like SRP’s goal. But the simile stops there: Hollywood film magic, not its land, was what brought it success.
And this branding thing: It relies less on the sign than on the product itself. SRP must have water, power, roads and other infrastructure before it can lure live investors, not just migratory birds.
Brand merely complements. The sign may help push SRP but SRP itself must meet buyers’ requirements.
The SRP sign can herald its glory if the enterprise succeeds. If it doesn’t, it can also be a giant, four-story reminder of failure.
